A video game as a brand experience for a health network? – News
Nintendo Switch and Xbox might not be obvious platforms for multi-channel marketing initiatives, but an advertising agency has branched out into gaming to boost brand awareness – and bring some joy to kids by course.
Daniel Brian Advertising and California-based Pediatric Health Care Network Children’s health care in the Valley made their debut “Castle on the coastÂ», A video game that takes advantage of an uplifting story to attract children in the care of the organization. The game might appeal to older generations as well, given its retro Nintendo 64 feel.
âWhen children have a sense of hope or joy, they are 2.5 times less likely to need additional hospitalization,â said Daniel Brian Cobb, CEO of Daniel Brian Advertising. âSo we actually have data on things that we’ve long believed in – that hope, joy, and the dopamine in our brains are healing agents. We thought this would be a great way to develop the idea.
The game is centered on George the giraffe, the Valley Children’s Healthcare mascot who also appears in a series of books launched by the network. The goal: to forge a stronger emotional connection with patients, and perhaps deliver a unique brand experience along the way.
âA lot of hospitals are trying to improve the brand experience and people are thinking of things like better service,â Cobb said. âBut your brand experience can be something like a giraffe ending up in a video game and bringing a moment of joy to a child.
Cobb noted that, for this particular program, the video game medium itself is the primary driver of the message.
âWhen a brand is seen in premium media, like when we see a brand on TV, it shows that the brand is a big player in the market,â he explained. “When a brand is on a Nintendo Switch, it takes it to another level.”
Cobb believes the video game as a brand experience won’t end with George the Giraffe. He sees this as a new frontier that will allow healthcare marketers to interact with customers, especially younger ones, in an even more personal way.
âVideo games are the next frontier for ad agencies and marketers, and the start of what I think will be a big move in the way marketers think,â he added.
To watch a video of the game, Click here.