From the iMedia Breakthrough session "Miller Brewing & Advergaming" with Skyworks Technologies President and CEO Garry Kitchen.

Advergaming is clearly on a rapid growth trajectory as it is projected to generate $4 billion in revenues by the end of 2008, according to a report in The Wall Street Transcript. The report states companies behind advergaming believe that the gaming audience is more receptive to advertising than both web surfers and TV watchers.

Miller Brewing Company is one of many companies whose interactive marketing efforts have begun to tap into advergaming.

Miller Brewing Company's goal was to extend their TV creative and engage their target audience online in an innovative way. Skyworks, working with Miller agencies SMG Play and Agency.com, developed the Miller Beer Run advergame that was launched October 2005. The Beer Run game combined video clips from the TV spot with classic video game action, creating a seamless branded entertainment experience. In the first four days of the game's release, 360,000 games were played by 165,000 unique users.

In today's session, Skyworks' Garry Kitchen will demonstrate how the Miller Brewing Company brand was incorporated without disrupting the gaming space by adding real life experiences.

Bio
Garry Kitchen is president and CEO of Skyworks, the leading developer of sponsored online entertainment. His career in interactive entertainment spans 25 years, initially as a toy designer and later as a pioneer in the launch of the video game industry in the late 1970s. From 1981 to 1995, Kitchen was an industry leader in the design and development of home video games, generating over $300 million in retail sales with such hit titles as Donkey Kong (home version) and The Simpsons. In 1995, with the founding of Skyworks, Kitchen brought his gaming expertise to online marketing, launching the innovative LifeSavers Candystand. The Candystand, owned by Wrigley, is hailed by experts as the premier example of brand-sponsored gaming, or Advergaming.

Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Garry Kitchen, President and CEO, Skyworks Technologies, Inc.

Format: 19:08, 6.73 MB, MP3