Popular game Draw Something is now rolling out a new type of ad model–instead of seeing traditional banner ads, users will be actually drawing the ads, as the new model integrates ads into the game in the form of branded word choices.
Think about your drawing history- while most word options in Draw Something are simple nouns, you may have noticed the occasional proper noun like ‘Doritos’ or ‘KFC’ pop-up as drawing choices. These brands were part of a pilot program for the new ad format, testing if users would draw branded items.
And according to former OMGPop CEO Dan Porter, now Zynga’s VP-mobile and general manager for its New York office, ‘People loved to draw the Colonel and bags of Doritos.’ So much so that Zynga has started to roll-out the new ad model, with NHL signing on as one of the first advertising partners; the NHL bought popular hockey terms like ‘puck,’ ‘hattrick,’ and even ‘Nash’ (for Rick Nash, Columbus Blue Jackets player) to promote The Stanley Cup.
To the unassuming eye, the word choices for Draw Something may look virtually unchanged–but be warned, they’re now backed by advertising dollars.