Are You Entertained? The Impact of Brand Integration and Brand Experience in Television-Related Advergames

Results of an online experiment using advergames associated with television series suggest playing advergames results in behavioral change toward the parent brand only for consumers who lack prior brand experience. In essence, advergames appear to be more effective as a promotional tool used to encourage new product trial behavior. In addition, advergames with highly integrated brand elements produce more negative attitudes toward the advergame than advergames with fewer brand elements. Thus, advergame designers must delicately balance the use of brand elements to encourage product trial without being perceived as unnecessary advertising clutter that distracts from the enjoyment of game play.