Atlanta, GA (Vocus) March 26, 2010
Engauge, a total engagement agency, was awarded a One Show Entertainment Pencil in the Branded Online Game category. The purpose of One Show Entertainment is to recognize the most creative approaches to voicing and executing a brand’s positioning. The winning entry, “Haus of Hotties,” (http://www.HausOfHotties.com) was developed for NGK Spark Plugs to reach their male dominated target audience of young car enthusiasts. The game features a host – a “hottie” – for each level of game play.
Engauge Chief Creative Officer Mike Bednar said, “The immersive experiences made possible in a gaming environment allowed us not only to connect with our target, but to do so in a truly unique way. We’re proud of the creative accomplishment, but more important; it demonstrates that when strategy, creativity, and technology unite they create a powerful, engaging bond between a brand and its audience. It’s something we set out to achieve for each and every client; because, in today’s marketing environment, nothing is more important than engagement in building lasting relationships with customers.”
The recruitment of the Hottie models represents a significant part of the promotion of the game. Engauge utilized a social casting approach, choosing audition models that had already developed large social networks and fan followings. The audition process featured an online voting site where users could vote for their favorite Hottie, collecting almost 60,000 votes in roughly five days.
In addition, the Haus of Hotties program leveraged user-submitted emails from the voting process to develop an email marketing program that encouraged recipients to follow their Hottie through the end of the contest. The program also included Hottie Postcards, behind the scenes videos and other elements specifically tagged and targeted to create buzz for the game launch.
This win comes on the heels of a recent Communication Arts Annual win for NGK’s viral videos (You’ve Been NGK’d), which can be viewed at http://www.ArtofFast.com.
Engauge is one of the nation’s largest independent marketing agencies, a total engagement agency that melds technology and creativity to ignite business growth for leading brands. Engauge leverages a complete portfolio of marketing expertise – spanning all areas of traditional, direct and digital marketing – to provide measurably effective programs for clients. The agency’s client roster includes Nationwide Insurance, DAD’S Pet Food, The Home Depot, Best Buy For Business, Brown-Forman, Food Lion and more. Engauge, which has offices in Columbus, Atlanta, Pittsburgh, Orlando and Austin, is a portfolio company of Halyard Capital. Learn more about Engauge at http://www.engauge.com.