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F’real, a California-based, blend-it-yourself milkshake và smoothie company, is doubling down on its virtual reality efforts by way of its new thiết bị di động phầm mềm game “F’real Shake Run.” The initiative is designed to lớn keep the 18-year-old in-store retailer brand, which is a subsidiary ofRich’s Products Corporation, relevant as the pandemic has pushed people to spover more time online.

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“The name of the game over the last year plus has been the concept of being really nimble & being able to revise your plan and try lớn make the most of the opportunities where they really exist,” said Hayden Perry, senior director of sale at F’Real.


The Subway Surfers-style sản phẩm điện thoại game, which challenges players to run và dodge obstacles, is downloaded via a QR code found on in-store F’Real shake machine’s digital screens. To promote the virtual reality initiative, F’real is leaning on popular TikTok creators to lớn challenge their followers to beat their score using the hashtag #FrealAF. There’s also paid truyền thông media aimed at its Gen Z audience, rolling out across gaming consoles and YouTube, as well as platforms like TikTok, Snapchat & Instagram.

Given the pandemic lockdown, there’s been an uptick in gaming & marketers want in.

“As we move inlớn a world where everything is becoming shoppable, where everything is becoming connected to lớn commerce, it stands to reason that more consumers will also make purchases from di động game advertising,” said Mason Bates, director of sponsorships and partnerships at Mindshare’s Content+ studio.

According lớn Perry, to lớn keep connected and busy during the pandemic, people were turning lớn social networks and gaming platforms “as a way to socialize in a responsible manner as well as to lớn have sầu that brain break from their burnout.” F’real is hoping lớn tap into lớn that as a way khổng lồ generate br& awareness & ultimately drive sầu additional sales and engagement, Perry said.

Via the game, the brand will be able to lớn traông chồng the number of customer conversion via the QR code used to lớn launch the app. QR code scans reveal information like what time of day people are buying F’real smoothies và shakes, where they’re buying them và what device they’re using to lớn buy. However, the Mobile game doesn’t collect any user data from the ứng dụng itself.

As of now, the game is miễn phí of brvà advertising. But Perry says F’real is considering expanding the digital offerings within the brand’s tiện ích.

“F’real Shake Run” comes on the heels of the brand’s 20đôi mươi campaign, which was also a QR-code based virtual reality experience which Perry said garnered nearly 50,000 total uses, averaging approximately 8,000 uses per month during the flight period.

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The shake & smoothie brand is typically found in convenience stores. But lượt thích other in-store brands, it had to lớn pivot when the pandemic hit, severely impacting foot traffic. In response, F’real dramatically pulled bachồng on its in-store, retail spend, và now majority of media spkết thúc goes toward digital sale efforts like the thiết bị di động game, Perry said.

“The pandemic, which initially quite dramatically impacted store traffic, did force us to re-evaluate consumer marketing mix and spkết thúc levels,” Perry said, noting that even post-pandemic, “I don’t anticipate our media phối reverting away from digital any time soon.”

While the brand declined lớn provide specifics on its digital sale spover, Perry did say almost two-thirds of its 2021 marketing budget is dedicated to its virtual reality, and brand awareness campaigns. Per Kantar ad spend data, F’real spent $đôi mươi,000 on media in 2020; that figure doesn’t include what the brvà spend on social media channels as Kantar doesn’t traông xã social spending.


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What Perry calls non-working dollars, goes toward concept and related creative sầu. Meanwhile working dollars, an estimated 5-10% of the budget, will fund traditional truyền thông media, like in-store point of sale materials, she said. It was a different story this time last year as a little under half of the brand’s sale budget was allocated to lớn the virtual reality chiến dịch.The brvà has also doubled its spover on social platforms, lượt thích TikTok, Snapchat and Twitch, since last year.

“We’re focused on building awareness among mỏi Gen-Z consumers, & our media phối reflects that by tapping inkhổng lồ the technologies và platforms where they are spending the most time,” she said.

According to lớn Bates, even as normal life resumes on the other side of the pandemic, people will continue lớn engage on their sản phẩm điện thoại devices in a big way and that includes gaming.“Even as consumer worry subsides and optimism grows, snackable, di động games will still be a source for escapism và play,” Bates said.

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However, launching a sản phẩm điện thoại game from scratch doesn’t come without its challenges. Once it’s created, marketers must convince users to download the game and play it, Bates added. 

In the future, Perry said F’real will continue to earmark additional marketing funds khổng lồ support digital experience, in particular the F’real tiện ích where the Shake Run game lives.


Chuyên mục: Trò chơi