Brief:
- Gas station brand 76 introduced a web-based video game to engage consumers while they're not driving, per an announcement shared with Mobile Marketer. "76 Pinball: Full Tank Frenzy" features the company's branded elements, such as its orange "76 ball," as the pinball, as well as other visuals to inspire nostalgia for road trips on California's Highway 1 that runs along the Pacific Coast.
- 76, which is owned by energy company Phillips 66, is promoting the game on its social channels and through email as part of its broader "We're on the Driver's Side" campaign. The virtual pinball game has a retro surfer van and scenic backgrounds, along with sounds inspired by vintage gas stations.
- "76 Pinball" players can see their scores on a digital leaderboard and share the game with friends on Facebook and Twitter. 76 worked with Love Advertising and agency of record Carmichael Lynch on the game.
Insight:
With millions of consumers restricting their travel during the coronavirus pandemic, 76 can engage customers with its digital pinball game that provides a prolonged, brand-safe experience. By making the game web-based, the gas station brand eliminates the extra step of downloading a separate app, while also connecting with people who play video games on desktop computers. With reports suggesting that pinball has made a comeback among people craving nostalgic experiences, 76 can participate in the trend with "76 Pinball: Full Tank Frenzy."
76's video game can be played on a web browser, making it accessible to the growing audience for gaming content. Gaming has become a more popular pastime worldwide, with the number of people who play video games forecast to surpass 3 billion by 2023 from about 2.69 billion currently, according to Newzoo research data cited by VentureBeat. "76 Pinball: Full Tank Frenzy" can be considered a "hyper-casual" game with simple controls resembling those of a classic pinball machine. Hyper-casual games have become the biggest part of the mobile gaming market, per a study by analytics firm AppsFlyer. The popularity of hyper-casual games could help 76 to engage a broad audience.
76 is among the handful of brands that have created video games to engage customers with a branded experience. Luxury fashion brand Burberry last week released its third video game as part of a promotion of its summer collection, while carmaker Lexus gamified the release of its latest sedan with an augmented reality app that let people drive the car as if it were a remote-control toy. Fast-food chain Wendy's last year was the first brand to sponsor branded video games in a digital arcade started by GIF-sharing platform Giphy. Brands continue to adopt more gamification strategies to reach younger consumers who spend less time consuming traditional media like linear TV.
