Writing for iMedia Connection, Dario Raciti looks at four brands well removed from the entertainment industry that launched successful videogame placements and advergame campaigns. Raciti recounts State Farm’s sponsorship of sports games from EA Sports and 2K Games, including in-game branding that went beyond traditional placement such as display. He also looks at furniture retailer IKEA’s campaign tying into EA s Sims game franchise. Two other non-endemic brands highlighted as taking the leap into interactive experiences and seeing surprising success are VISA credit cards and Dyson vacuum cleaners.


Read the full article at iMedia Connection.