Real estate firm Century 21 has announced their first brand integration into a mobile social game. Facilitated by appsavvy, players will be able to add Century 21-branded structures in ngmoco’s We City. More after the jump.
Through April 26th, players in ngmoco’s We City will have the ability to purchase structures related to Century 21. These items include a real estate office, modern home and skyscraper and earn virtual ‘profits’ in order to expand and advance. In addition, players get access to Century 21’s updated mobile app and videos from their latest ad campaign.
“CENTURY 21 agents are connecting with the next generation of buyers and sellers,” said Bev Thorne, chief marketing officer of Century 21 Real Estate LLC. “We’re proud to be at the center of a new frontier in marketing, which enables gamers to interact with our brand in an expected and exciting way.”
Century 21 is looking to capitalize on We City’s loyal user base which consists of 25 to 44 yr old players. Many of these may very well be potential home buyers in the future, especially during these economically perturbed times. Century 21 chose mobile because consumers nowadays are using smartphones to search for homes.
“The CENTURY 21 campaign is a natural extension of the brand in We City,” said Clive Downie, vice president of marketing & product development at ngmoco. “We are excited to partner with CENTURY 21 to help bring their brand to a generation with new technology and social media at their fingertips.”
The campaign was run by appssavvy, a firm specializing in helping brands understand user behavior across emerging web and mobile platforms and take advantage through clever advertising. Appssavvy also has a Social Activity Platform that’s connecting 293 million people worldwide with brands. Wild Tangent is another company facilitating brand integrations with games in unique and innovative ways, so check out both companies whether you are a brand or developer with a sizeable user base.
We’ve covered brand integrations in the past and it’s good to see more and more brands entering the space. Each new campaign we are witnessing is carefully planned and meticulously executed. As we will discuss in our upcoming article on in-game advertising, there are many nuances to be aware of whether you are on the brand or developer side. Stay tuned.