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should you choose to accept this mission...The idea for the Manfrotto advergame came to us as we were looking for a guerrilla marketing
campaign to coincide with Photokina 2006. We needed something different from the usual menas of communication...
something that would grab the attention of the visitors to our stand. We set ourselves the aim of creating an
interactive game that would let us communicate more directly with our users and make them part of a meaningful and intense
brand experience. Recent studies in the field of neuromarketing have shown that the act of buying one product or
another is largely an emotional factor and, like all emotions, needs to be stimulated by fulfilling experiences, and this is what lies behind
the recent trend among companies to do all they can to create emotive, involving ties with their consumers.
The advergame, a game which also conveys an advertising message, turned out to be an interesting and functional way of implementing
a guerrilla marketing campaign in our industry sector's most sensitive terrain: Photokina.
how to play
The Greek roots of the word Photography mean "light writing", but on a deeper level what the word means to photographers now is the
ability to immortalise spectacular landscapes, to capture the moment, to turn an memory into an image to treasure.
While it may be true that every great photograph comes from a unique perspective and an original photographic eye, it's impossibly hard to be sure of capturing that great photograph without a firm grasp of technique and equipment that's up to the task.
Our advergame therefore aims to focus the player's attention not on the camera itself, but on the tripod, making it the game's protagonist. The quality of each shot depends on the right choice of tripod - it needs to be suitable for the task in hand and yet compact and lightweight enough not to be a burden to the photographer who chooses to carry it around.
As we were planning and programming the game, we tried to capture the essence and the demands of different locations popular with photographers of all levels (a night skyline, a trip away with friends, a sporting event, an exotic landscape) so that the game would be of assistance to real photographers, helping them to pick the right tripod, showing its potential and making sure it will be used correctly.
All this, naturally, without losing sight of the game's main aim: putting the players' real-world photographic skill to the test in a fun virtual environment, and showing how Manfrotto products might help them get the best possible results.
play!
fingers twitching and subconscious mind ready to absorb the marketing message? then play the Manfrotto game: http://80.68.199.210/Manfrotto
pick your dream team
Medita (www.medita.com) is a Rome-based web agency with years of specialist experience in the field of advergames, mobile gaming, flash games and animations and more besides. With its team of experts, Medita guarantees its clients a vast range of web services: from the creation of websites and company presentations to web-marketing consultancy, PR and online press office work.
Medita's considerable client portfolio demonstrates the agency's extraordinary versatility and competence. Large companies such as Banca Sella, Buena Vista Games, Capitalia, Cartoon Network, Medusa Film, Wwf, Emi Music, Universal Pictures Italia, Teleunit, Music Box, Radio Globo, Aiba, 20th Century Fox have all chosen (and continue to choose) Medita's services - a testament to their ability to meet the challenge set by new technologies and Internet strategies with professionalism and creativity.
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1. choose your photographic assignment
2. select the best tripod for the task
3. set up the tripod and head
4. frame...
5. ... and shoot!
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