In April, AMC launched a new reality show around advertising agencies in an attempt to further capitalize on the success of “Mad Men” and its hefty audience of devoted viewers.

“The Pitch” pits two advertising agencies against each other in an intense competition to develop the idea that wins the new [...]]]>

In April, AMC launched a new reality show around advertising agencies in an attempt to further capitalize on the success of “Mad Men” and its hefty audience of devoted viewers.

“The Pitch” pits two advertising agencies against each other in an intense competition to develop the idea that wins the new client – all within one grueling week. Between brainstorming sessions and meltdowns, audiences get an inside look at some of America’s top agencies and the creative minds behind award-winning campaigns.

I’m a huge fan of the show. I love being a virtual fly on these agencies’ walls and seeing what the creative teams come up with. I love guessing who will win. I love trying to get into the clients’ heads to understand their decisions. And with the help of the show’s producers, no doubt, I love the drama – the clashing of different personalities within each agency’s walls and the nail-biting moments, when time is almost up and the agency has nothing.

But as an agency person, I must point out how “The Pitch” could create some major misconceptions about day-to-day agency life, namely:

1. We sit around, waiting for light bulb moments

In each episode so far, we see creative teams sitting around, throwing out ideas until the right one comes up – or later, when inspiration strikes at the unlikeliest of times. A creative team at McKinney comes up with their winning idea by seemingly stumbling across a rapper on YouTube who’s gone viral. The chairman of the Ad Store gets his campaign idea while watching a colleague empty the garbage. I swear – it’s not that easy.

The fact is, the creative process consists of much more than brainstorms. In order to be able to be useful in brainstorm, we have to do our research, examine the current messaging and look of the client and its competitors. We have to become quick “experts” on the client and its industry. If we’re developing a strategy for a client, we often meet with the client’s employees, board members, customers, funders – as many audiences as we think necessary to gather a range of insights and perspectives, all of which feed our strategy and creative.

2. Creatives are all cut-throat, unstable individuals

It seems that with each episode, the creative teams appear to be more and more emotionally unstable, unbalanced and fiercely competitive. SK+G’s managing partner embraces his agency’s reputation as a “sweat shop,” noting that the agencies that go home at 5 p.m. don’t win the big campaigns. The president of FKM Agency locks his creative team in an office for 24 hours and takes away their cell phones to make them brainstorm. The Hive’s creative director puts his head on the table and starts crying when he learns his agency lost. My personal favorite: one of SK+G’s creative directors, who shoots down colleagues’ ideas left and right in brainstorms, proclaims with a straight face: “There are poets and there are killers. If you can be both, you’ll get rich.”

This approach may work for some agencies (if, in fact, these moments weren’t encouraged by the producers), but at Pita, we value work-life balance, recognizing that it can actually help nurture great ideas. Ideas are welcomed – and encouraged – from everyone, and no one is criticized or ridiculed for a “bad” idea. The result is a hugely productive culture where everyone’s contributions are valued.

3. All a campaign needs is a strong tagline and a pretty ad or video

Granted, the episode is only one hour long, but I’m always left wanting to see more of the campaign pitched to the client, especially after watching the creative teams experience so much toil and trauma. What viewers typically see is the campaign tagline or theme and one piece of creative, such as an ad or video. Someone unfamiliar with marketing could get the impression that that’s all that is needed for a winning campaign.

In order for any campaign today to be successful, it must be integrated. An ad in the newspaper or video on a website isn’t going to get the job done unless it’s connected to other campaign elements that are preferably interactive and allow for two-way dialogue between the company and customer.

What “The Pitch” portrays very well is an extreme challenge and personalities fueled by stress and the camera – not the everyday operations of an agency (at least not any we’re aware of!). If you haven’t tuned in yet, check out the show on Sunday at 11 p.m. on AMC and let me know what you think.

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As a marketer, I have the same feeling about the presidential campaign season that many people have about the Super Bowl – it’s all about the ads. And, like those infamous half-time ads that the public loves to discuss and critique, candidate advertising can be strategic and clever … or downright shocking and misleading.

This week, we scoped out the office of Online Strategies Manager Becky Giantonio Moran to see if we could find some answers as to how she multitasks, gets inspired and stays on top of digital trends.

Becky, what’s on your desk?

1. Books – I love to read, which serves me well in my [...]]]>

This week, we scoped out the office of Online Strategies Manager Becky Giantonio Moran to see if we could find some answers as to how she multitasks, gets inspired and stays on top of digital trends.

Becky, what’s on your desk?

1. Books – I love to read, which serves me well in my career, because staying up to speed on digital and social media trends requires a lot of reading. Books on online strategy always get me thinking in new ways and spark ideas. One of my recent favorites is The Idea Writers by Teressa Iezzi. It will change the way you approach marketing.

2. Photos of friends, family and my two dogs – If I’m feeling overwhelmed or just need a quick break, I’ll look at these photos and instantly smile.

3. Folders and little notebooks – I’m an organization junkie. It’s critical to juggling projects effectively, and I just can’t function around clutter.

4. Water and a banana – I’m training for my first half-marathon this year, so staying hydrated and making sure I eat enough potassium are key. With the exception of my morning jug of coffee, I chug water all day. Shin splints are the worst!

5. Toys – My husband works for a supplier of arts and crafts and recreational items. Every once in a while, he brings me home a fun and unusual present. This solar-powered “dancing” daisy on my windowsill is my favorite.

6. Mini candy bin – I’m not a big fan of super-sweet candy, but I love the color it brings to my office. The bin itself is from Dylan’s Candy Bar in New York. I had so many amazing experiences when I lived in Manhattan. It’s nice to have a piece of the city sitting on my desk to remind me!

Video: What was once a solution reserved for companies with deep marketing budgets and vast media buys has become a necessity for any brand that wants to compete for attention in today’s flow of information on demand.

Here at The Pita Group, we’ve experienced firsthand the evolution of video from a singular tactic into [...]]]>

Video: What was once a solution reserved for companies with deep marketing budgets and vast media buys has become a necessity for any brand that wants to compete for attention in today’s flow of information on demand.

Here at The Pita Group, we’ve experienced firsthand the evolution of video from a singular tactic into an integrated solution that solves an array of marketing challenges – from introducing a new brand story, to influencing legislative decisions, to increasing sales and donations.

I sat with our amazing Production Manager Rachael Shaw to get her take on what makes a video project successful. Here are some of our top tips and best practices.

Stick to your purpose.

Too often, companies looking to extend their marketing dollars attempt to create one video that says all things to all audiences. But in order to be effective, your video needs to have a specific goal. Do you want it to aid fundraising efforts? Sell a certain product? Drive traffic to your physical or online location? Pick one, and develop a sound, creative strategy around meeting that goal. If you try to create a video that is meant to fulfill all of your marketing needs, you run the risk of missing all of them.

“Think long, write short.”

This quote from famed advertiser George Lois highlights the importance of getting to the core of your message quickly and succinctly. Research shows that 20 percent of online video viewers click away from a video in the first 10 seconds or less. By 30 seconds into an online video, up to 33 percent of viewers have moved on; at 1 minute, 44 percent have left (regardless of the clip’s length); and almost 60 percent have abandoned by the 2-minute mark. You want your video to start out with a bang and maintain momentum throughout. The moment it loses steam, it loses your audience – so keep it short, powerful and to the point.

Create something shareable.

While you may have a specific purpose for your video project, try to apply a creative execution that makes your message interesting enough to gain momentum online. Consider taking a surprising or uniquely clever approach to a straightforward issue. Or, try to appeal to the universal emotion driving your cause in order to broaden your audience base. While you can’t force your video to “go viral,” there are tactics you can use to increase its chances.

Limit the number of superstars.

When creating a video that provides points-of-view from company leaders or stakeholders, it’s often difficult to limit the number of people involved. However, if your video includes too many “talking heads,” the message will get diluted – and the audience will lose focus. You need to walk a fine line between appeasing internal egos and achieving the best results. If the creative direction calls for on-screen interviews, try to limit them to include no more than three key players.

Don’t be afraid to ask.

Creating an inspiring, entertaining video is wonderful – but it won’t help you achieve your defined end goal if your audience doesn’t take action. Know what you want the audience to do – and ask them to do it! End with a strong call-to-action that includes a phone number, a website address or another specific follow-up task. Leave them with a sense of urgency or excitement to continue the experience they had while viewing the video, and you’ll see a greater return.

Want to discuss your idea for a video project with Rachael? Send her an email, and check out our YouTube channel to see some of these concepts in action.

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This Pita profile features Marketing Manager Stacy Firth, who is always brainstorming new ideas, managing and tackling client projects and developing content for Pita’s social networks.

Spring intern Aleaha Gilbert stole a few minutes from Stacy [...]]]> Our “Pita Peeps” series continues, featuring the creative thinkers, interactive experts and innovative marketers who make Pita so fresh.

This Pita profile features Marketing Manager Stacy Firth, who is always brainstorming new ideas, managing and tackling client projects and developing content for Pita’s social networks.

Spring intern Aleaha Gilbert stole a few minutes from Stacy to talk about her career, up-and-coming marketing trends and life outside of Pita.

1. What does a typical day in the life of a marketing manager entail?

There is no ‘typical’ day! On any given day, I’m doing a mix of working with our design and interactive teams on projects, brainstorming ideas for projects or new business proposals, meeting with clients, writing/editing copy and helping to keep Pita’s social media sites updated. I work a lot on our website projects, so I’m often working on a site map, website timeline or content audit and brainstorming new ideas and solutions with our interactive team.

2. You started at Pita as a project manager. What was the transition from that role to marketing manager like?

The transition was a natural progression—my role evolved over time before the actual title change happened. I was given the opportunity to be involved in a larger variety of projects and take on a slightly different role. Each of those experiences gave me new knowledge and insight. As it evolved from there, I realized I really liked my marketing-focused role—and, thankfully, Kim and Paul thought it was a good fit for me, too.

3. What’s your favorite part of your job?

I love the people I work with. There’s a great team effort here, and it’s so good to know that I have people to lean on if I need to. Our days can be really busy, but we’re always laughing.

4. Tell me about one of your favorite projects or experiences to date.

The CRRA Recycl-o-matic game was one of my favorite projects. It was one of the first games we ever worked on here at Pita, and it was a true team effort to create a fun, educational product. I really enjoyed seeing the kids’ reactions when we tested the game. They loved it. It was great to see them respond so positively to something we created.

5. Which marketing tools – digital or otherwise – are you most excited about these days?

Pinterest! I think it’s still up in the air how effective it will be as a marketing tool—you really have to use it wisely. It’s more about building your brand than selling anything. On a personal level, I think it’s amazing.

6. How would you describe yourself in three words?

Optimistic. Fun. Introspective.

7. I hear you’re a triathlete. Any races coming up?

I’ll be doing my fifth sprint-distance triathlon in July. I completed my first tri four years ago; it’s an incredible, addictive experience. For me, it’s not about competition at all—it’s my yearly reminder of how strong I am, mentally and physically. I hope I’m still doing it when I’m 80.

8. What else do you do when you’re not at Pita?

After work, I love to head to the gym or go for a walk. Spending time with my husband, friends and family makes me happiest, and I’m really looking forward to warm summer nights on our deck. My husband and I bought our first house a few months ago, and I am absolutely addicted to decorating and painting. I have so many ideas, I can’t seem to get them done fast enough! That means that lately, a lot of my free time is spent painting, cleaning, daydreaming, organizing and (my favorite!)—shopping. I’m also planning on planting an organic vegetable garden this year…I’ve never had a garden before, so we’ll see how that goes!

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How do you show – in just 30 seconds – that being a Girl Scout goes way beyond selling cookies?

That was the challenge The Pita Group faced when they recently partnered with Girl Scouts of Connecticut to develop a television commercial that promotes the organization’s 100th anniversary and tells its extensive story.

The Internet has always been an outlet for raising a rally cry around a social issue – and the sheer power of a strong social movement has been brought to life through recent grassroots efforts such as Kony 2012 and the petition to prosecute the killer of Trayvon Martin.

But it doesn’t [...]]]>

The Internet has always been an outlet for raising a rally cry around a social issue – and the sheer power of a strong social movement has been brought to life through recent grassroots efforts such as Kony 2012 and the petition to prosecute the killer of Trayvon Martin.

But it doesn’t take an international injustice to gain support and raise awareness online. Just ask Hannah Brencher, a former intern at The Pita Group, who has created a global movement for … writing love letters. Yes, love letters.

The World Needs More Love Letters grew out of Hannah’s personal need to escape everyday loneliness and connect with others – strangers passing on a train – who seemed like they could also use a boost of happiness. In October 2010, she began writing anonymous love letters and leaving them in public places. And her passion caught hold.

The World Needs More Love Letters has since blossomed into a movement with a team of writers and contributors from all over the globe. They have written, left and mailed more than 3,000 letters and have sent letter bundles to specific people in need. The love letters have traveled to more than 40 states and several other countries including Italy, Brazil, Japan and the UK. And Hannah has been featured in the Wall Street Journal, Daily Candy, on Oprah’s blog and more.

We can learn a lot about creating a grassroots movement from Hannah’s labor of love. Here are four tips to keep in mind when turning your own passion into a social phenomenon:

Keep the story simple.

Yes, “ending world hunger” is a noble task. But it’s also incredibly daunting. Instead of tackling a massive issue head on, personalize it to fit your passion. Carve out a niche in which you can stake a claim and make a tangible difference.

While Hannah has not cured cancer or adolescent depression, she has sent bundles of encouragement to a volleyball team who lost a teammate to suicide and a young woman named Briana struggling to pay her rent. These flickers of encouragement have shown people that they are not alone in their suffering, giving them strength and courage to move forward.

Be passionate and authentic.

If you don’t genuinely believe in the cause, no one will. A movement sparked for publicity or brand growth will be transparent to your audiences. Make sure your intentions are clear when crafting your story and your communications approach, and put your words into action before asking others to commit. If you or your company or organization is benefiting in some way from the movement (e.g. a percentage of donations go to you), be upfront about it.

Hannah single-handedly wrote 400 love letters before launching MoreLoveLetters.com a year later. The website and social movement were an offshoot of her personal passion, which gave her mission more credibility.

Give your supporters a voice.

Once you build the foundation, let others adopt your story and spread the word. Allow supporters to share their personal thoughts and opinions on your blog or social platforms, and encourage them to share your content with their own circles. Keep them updated as your movement evolves and you experience results.

While handwritten notes are at the core of The World Needs More Love Letters, social media is driving the cause. Along with a dedicated website with a blog, it has a presence on Facebook and Twitter. Love letter writers also have their own Twitter handles to interact with supporters.

Make it easy to participate.

Cause marketing always contends with barriers to engagement. The interested individual must be compelled to get involved and then take some sort of action, whether it be donating money, taking part in an event or signing a petition. Simplify participation by providing easy ways for supporters to show their engagement.

On MoreLoveLetters.com, Hannah outlines a variety of ways people can get involved, ranging from joining the subscriber list to simply writing a love letter and dropping it in a local coffee shop. Supporters can adopt a love letter bundle project as a team, or they can request a love letter for themselves or someone they know.

By committing to a cause and developing a sound strategy to bring that cause online, you can create more than a movement … you can create change.

We want to hear your social movement story! Contact us to share your best strategies, tips and tactics – or leave a comment below.

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Our “Pita Peeps” series continues, featuring the creative thinkers, interactive experts and marketers who make Pita so fresh.

This Pita profile features Design Director Lisa Santoro, who is charged with artistically innovating Pita and overseeing the design team.

Lisa took a few minutes to fill spring intern Aleaha Gilbert in on her career, artistic [...]]]>

Our “Pita Peeps” series continues, featuring the creative thinkers, interactive experts and marketers who make Pita so fresh.

This Pita profile features Design Director Lisa Santoro, who is charged with artistically innovating Pita and overseeing the design team.

Lisa took a few minutes to fill spring intern Aleaha Gilbert in on her career, artistic hobbies and life outside of Pita:

1. What are your main responsibilities as the design director?

As the design director, my main responsibilities include overseeing the design team and freelancers. I also work on design projects, art direct photo shoots and attend press checks.

2. Have you always wanted to be involved in the art world?

Yes, as a kid I always enjoyed craft projects and drawing. As I got older, I loved going to museums and looking at the paintings and photographs. It was my senior year in high school when I knew I had an interest in graphic design. We were given the assignment of working on a typographic poster – something I still have.

3. Throughout your career, which is the project you are most proud of?

I am most proud of the Aetna African American History Calendar Book. The book celebrates 27 years of the African American History Calendars. Having designed several calendars, working on the book was an honor. In addition to being able to design the 76-page book, we were able to pick unique papers and use special printing techniques to make the commemorative book extra special.

4. What is the coolest thing you’ve seen or heard recently?

A co-worker sent me this very cool game. Being a type geek, this is hours of fun. I love kerning type.

5. What is the best piece of advice you’ve received?

My dad said to me more than once, “Be sure to love what you do.”

6. I hear you have worked on some cool projects outside of the office, including a photography book. Tell me about them.

Outside of work, I love to design books. It started with a trip to Paris a few years ago with an amazing photographer friend of mine, Lou Jones. I was tagging along with him as he photographed the Eiffel Tower, the Louvre, the bridges over the Seine and the Champs-Elysees at dusk, just to name a few. A small self-published book came out of that trip, as well as a short slideshow set to Parisian music. Luckily for me, Lou is also an amazing writer, so I was able to use his writings from Paris as content for the book. The next year we were off again, this time to St. Petersburg, Russia, for 10 days. The result of that trip was a 200+-page hardcover book and another slideshow video. For me, being there when the photos are taken adds so much when I am back home designing. With the Russia book, I was amazed by all of the electrical wires, and I turned those lines into a design element used throughout the book.

7. Being a travel enthusiast, which has been your favorite trip so far and why?

I think my favorite trip so far was last year when I took my niece to Italy for her graduation/18^th birthday. We went to Rome, Florence and Venice. It was her first time out of the country, and to see her experience Italy was priceless. The look of disgust on her face when she drank espresso for the first time is something I will never forget. And I remember telling her, “You are on a gondola in Venice. Life is good.”

8. What else do you do in your free time?

In my free time, I like watching old movies that I’ve never seen. I like hiking and walking. I love discovering new restaurants, hence the hiking and walking. I like to see local theatre productions, and I enjoy chilling out at home, catching up on episodes of “The Walking Dead.”

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The other day, I clicked on an online ad for Nike’s new NikeID custom sneakers. Rather than leading to Nike’s website – or even the NikeID microsite – the ad brought me to a Facebook app, where I could design my own unique pair of NikeIDs. I could also share my design with [...]]]>

The other day, I clicked on an online ad for Nike’s new NikeID custom sneakers. Rather than leading to Nike’s website – or even the NikeID microsite – the ad brought me to a Facebook app, where I could design my own unique pair of NikeIDs. I could also share my design with my friends and check out theirs, as well as view a gallery of the latest designs by other Facebook users and see which were most liked.

This app is just one of the many examples of companies – both large and small – opting to develop or customize Facebook apps to promote campaigns, share content and create experiences.

Before you create that microsite or add that website feature, consider the five reasons Senior Interactive Developer Micah Murray and I think a Facebook app may be the way to go.

1) They call attention to specific content that would otherwise be buried on your website

While apps currently appear as simple text links along the left side of your wall, the new Timeline for brand pages (launching March 30) display apps prominently below the cover image. On a website, accessing the video gallery – usually housed in the press room – may require a few clicks, but it can be front and center as an app on your Timeline. Check out The Pita Group page to see how we’re now highlighting our customized Video Showcase app.

2) Apps can help keep people on your Facebook page

Apps like video galleries, e-newsletter opt-ins, games, blog feeds and shopping carts encourage visitors to spend more time exploring your Facebook page and interacting with your brand. The Skinnygirl Cocktails Facebook page, for example, includes a Skinnygirl Guide app, featuring regularly updated recipes, entertaining tips and fashion and health articles, providing a reason for fans to not only stay a while, but also return. Building a stronger connection to your page will increase the likelihood your fans will tell friends about it or even share their page activity on their wall, which leads to reason #3…

3) Apps increase potential for a viral effect

Facebook apps make sharing information with your network, your friends’ networks, their friends’ networks and so on easy. This past holiday season, The Pita Group created the Gather and Give game, in which players gathered virtual boxes of food. Once 3,000 boxes were gathered, Pita donated $1,000 to Foodshare. With the click of a button, players could share the game and/or their score with friends via their wall. Other apps, like the Nike ID app, don’t require any action to connect you with friends.

4) They allow you to collect valuable information about your fans

Ever try to play a game on Facebook and land on a screen that says the app would like access to your email, birthday, friend list, etc.? If you’re like me (and a lot of other people), you quickly hit “don’t allow”, in fear of sharing too much. Apps now clearly explain how your information will be used, increasing the chance that people will instead click “allow”. In turn, your brand will be able to collect more information about its fans.

5) They can be easier to update and more cost-effective

Small businesses, in particular, may want to first establish their web presence on Facebook. One of my favorite pizza spots, Rossini’s Italian Restaurant in East Hampton, Conn., did just this. Using free “off-the-shelf” apps like Events and Notes, the restaurant was able to quickly and easily promote upcoming events, anniversaries and menu specials via its Facebook page long before the recent launch of its website.

The possibilities surrounding Facebook apps are vast and continue to expand as new apps surface. Contact us to learn more about apps and how they can help promote your company or organization. We can guide you to existing apps and app services, or build a customized app to meet your specific needs.

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How do you get new and current bank customers excited about opening a checking account?

This was the question The Pita Group had to answer in developing an advertising and marketing campaign around Union Savings Bank’s already established 1-2-3 Checking product line. The answer lay in a new online game.

The game, which [...]]]>

How do you get new and current bank customers excited about opening a checking account?

This was the question The Pita Group had to answer in developing an advertising and marketing campaign around Union Savings Bank’s already established 1-2-3 Checking product line. The answer lay in a new online game.

The game, which ran from October to December, challenged players to arrange rows of numbered circles to read 1, 2, 3 in sequential order. Players had one minute to arrange as many rows as possible, using their mouse. If they lined up a minimum of three rows, they won a $30, $60 or $100 voucher, which could be deposited into a new 1-2-3 Checking account. Registered players were also entered into a monthly drawing to win one of three grand prizes: an Apple iPad 2, a $500 cash prize, or a $500 travel voucher.

Winter intern Mike Donohue sat with the team to learn more about the game’s development and success.

A game for a bank? How did this idea come about?

“The bank wanted to revitalize its previous 1-2-3 Checking campaign, continuing to provide an incentive to customers who opened a 1-2-3 Checking account, but further engaging them. It also wanted to lay the groundwork for future technologies the bank is introducing this year.

With online gaming exploding right now among various age groups, we thought it would be fun to create a game that connected prospective customers (and re-connected current customers) to the Union Savings Bank and 1-2-3 Checking brands in a way that was memorable and unique to the bank industry. To create buzz, we added share buttons that allowed players to post their game prize and/or their game score to their Facebook walls and executed a comprehensive television, radio, print, online and out-of-home advertising campaign.”

- Becky Giantonio Moran, Online Strategies Manager

What were some of the unique challenges you faced in creating this game?

“A big challenge was creating a unique game-play scenario that complemented the Union Savings Bank brand and was simple, fun and addicting to play. I feel the execution and all the things we achieved is something for all of us to be proud of.”

–Nick Paradise, Interactive Art Director

“From a programming standpoint, keeping accurate analytics on game play required a lot of planning and some creative coding. Because users were only required to register for the contest and not to play the game, we needed a way to anonymously track various metrics in an unobtrusive way that maintained privacy. Using a JavaScript XHR method, often called AJAX, we were able to send data back and forth between the game and our database while people interacted with the game. This allowed us to collect statistics on average game-play time, score trends and the number of unique versus returning visitors.”

-Micah Murray, Senior Interactive Developer

Some of the scores on the leaderboard are high! Were you surprised by the number of players and the level of engagement?

“We were thrilled to see the level of engagement among both website visitors and bank employees, who logged on in their free time. Some people played for up to 20 minutes at a clip to reach higher and higher scores. We knew we were developing a fun game, but we weren’t sure before its launch what the ‘addiction factor’ would be. Clearly, it was there!”

- Becky Giantonio Moran, Online Strategies Manager

What were the overall campaign results – did Union Savings Bank see an increase in checking accounts?

“Over just three months, there were 1,267 new checking accounts, totaling a whopping $6.5 million in balances.”

-Marje Medzela, Director of Account Services

“The bank also used the game to energize employees. One of the senior vice presidents created a sales contest among the branches and Customer Service Center to see who could surpass their new accounts goals by the largest percentage. Quite a few reached or surpassed their goals, which we were happy to hear – it was good to know the bank employees were excited by the game, too.”

- Becky Giantonio Moran, Online Strategies Manager

Can people still play the game? What are future plans for the game?

“Yes, the game can still be played online. However, there are no prizes currently being offered. The plan is promote the game again in 2012 when they do their next checking push.”

-Marje Medzela, Director of Account Services

What advice or insight do you have for readers who may be considering a game as part of their marketing efforts?

“An online game should certainly captivate and entertain its users, but equally important is for the game experience to convey your brand image and leave a lasting impression on your users. Interacting with users at a stage of enjoyment and entertainment instills a positive vibe around your brand.”

–Nick Paradise, Interactive Art Director

“Consider your audience and their online habits – research shows that teens, Millennials and women, particularly mothers, are the biggest online gamers. Your game should also have a purpose beyond just promoting your brand or company. Does it provide an incentive? Allow for socialization? Benefit a charity? Educate your audience? People are bombarded with information every time they go on the Internet, so if your game doesn’t have a clear purpose or benefit, it may miss its mark.”

- Becky Giantonio Moran, Online Strategies Manager