Advertising and Apps: Draw Something!

The mobile pictionary style app which was recently acquired by Zynga gaming for a staggering $180 million is still going strong with around 50 million downloads. It has been something of a phenomenon. The creators, OMGPOP had released several games prior to Draw Something, but only this enjoyed instant success. Under the new Zynga umbrella updates will ensure that the game is more advertising friendly. Previous attempt include side bars and flash up advertisements that are often instantly discarded by the player. This had marketers scratching their heads. http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=13856

How could brand interaction be incorperated?

The clue is in the question. Users will notice the addition of words relevant to The Hunger Games, a film due for release on 23rd April 2012. Whether a fan of the novel it was based upon or not gamers may be forced to guess character names. The opportunity to sneak pop culture or brands into the game is a major step forward. The new version also allows drawings to be saved, sent and shared on Facebook and Twitter through iOS. An update will shortly be available for android. Advertisers will effectively see the gamer spreading the brand seed for them.

Draw Something has no competitve drive which means that gamers are in it together and want to draw at their best. The rewarded coins are currency to purchase additional colours to draw with. This friendly tone has made the app popular and hot topic. The latest updates may act as a weather vane for future developements in interaction and marketing on mobile apps.

A collection of  'The Best Of' drawings is available online and seriously, we defy anyone not to be in awe!