Zynga today announced that it has launched an advertising campaign with Honda to promote the 2013 Honda Accord.
Called "It Starts With You," the campaign will allow Words With Friends and Scramble With Friends players to earn in-game currency and tips by playing Honda-related words. The campaign actually began earlier this month on October 6 with the "Word of the Day" promotion in Words With Friends.
Within four days of being active, people played the Honda-sponsored words — new, tech and you — 220,000 times for gameplay tips.
This promotion is just a part of Honda's broader "It Starts With You" multimedia advertising campaign.
Players can choose to opt in to this program, exposing themselves to the advertiser's message for what Zynga describes as "an enhanced gameplay experience." Put simply, participants are offered in-game credits, digital items and more. Such reward-based advertising has long been present in Zynga's Web-based games to much success among such major brands as McDonald's, Nordstrom and Fox.
This marks the first time the gaming company has brought this type of campaign to its mobile products.
"As a leading social entertainment company, Zynga is focused on delivering value to brands through the most engaging and innovative ad products that both surprise and delight our huge player base," said Julie Shumaker, VP of Global Brand Sales at Zynga. "Reward-based advertising is a concept we leverage with tremendous success in our web games, so we are thrilled to offer our first-ever mobile reward advertising program to promote the all-new 2013 Honda Accord."
The "It Starts With You" campaign is meant to highlight Honda's customer-focused design approach. The Scramble With Friends half of the campaign began on October 13 and will be available until November.
Zynga has been mixing it up recently with its advertising in other ways, promoting Relativity Media’s movie "House at the End of the Street" by showing the trailer for it within a Zynga game. Viewing the trailer was accompanied by a unique Fandango code, a chance to win tickets to see the movie and an opportunity to share results on social media outlets.
The social gaming company has likely been pushing these promotions lately to offset the disappointing numbers it has been posting since going public late last year.
Edited by Braden Becker