Farrimond launches Burgerfuel Ultimeatum in-game campaign with AdColony/Anzu & Digital Commons

AUCKLAND, Tuesday: Parnell-based shopper marketing agency Farrimond and CBD marketing agency Digital Commons utilised the latest in-game technology with their Ultimeatum BurgerFuel campaign, appearing on virtual billboards within popular video games such as Soccer Stars and Trivia Race 3D.

Burgerfuel, Farrimond, and Digital Commons used US-based mobile video advertising company AdColony to tailor the ads to appear in-game.

With the help of Anzu’s integrated advertising solution, AdColony delivered the ads in a format it calls VDOOH (virtual digital out-of-home). VDOOH are ads in the form of billboards and posters strategically placed within the gaming environment, simulating out-of-home ads in the physical world.

The Ultimeatum burger was featured on billboards in games across mobile.

“VDOOH are ads in the form of billboards and posters strategically placed within the gaming environment, simulating out-of-home ads in the physical world.”

Digital Commons managing partner Lisa Ison said: “These complementary and subtle ads provided a seamless play experience to BurgerFuel’s target audience and translated to significant real-world results for the brand.

“The campaign, which also included AdColony’s Instant Play HD Video format across mobile games, achieved a 95% video completion rate (69% more than the industry average).

“Digital Commons is excited to bring new technology and environments otherwise only available in much larger markets. We’re proud of our partners, such as AdColony, who enable smart, boundary-pushing digital planning to help keep New Zealand advertising at the forefront of the industry.”

CREDITS

Agency: Farrimond
Client: BurgerFuel
Publisher: Adcolony/Anzu
Representation Partner: Digital Commons