Typically, these ads drive players in the game to visit a brand’s Facebook page, where they can download a free in-game virtual good. In a two-week period, more than one million players from The Sims redeemed the Dove Hair Spa virtual items in their games, and 50 percent of the players chose to “Like” the brand on their own accord.
These are the deepest and most involved. Players will have to take a number of steps inside the game to earn a valuable item at the end. For instance, Toyota launched a quest where players earned a Prius.
In the virtual goods store, there will be a whole tab dedicated to the brand. Unilever, which plans to do all four types of advertising, plans to roll out a Dove tab, where users will see five items related to vanity and hair care.
Users can watch a short video advertisement or other type of media, to unlock a virtual good.
