April 23, 2007
Profile Ads In Mobile Gaming
The Japan Times has an article on a new type of advertising called Profile Ads that Coke is testing in Asia. They report:
There’s no mistaking Fanta — not with her big strawberry-shaped hat and the sugar-sweet “Konnichi wa!” (Good afternoon!) greeting the digital damsel directs at everybody she meets.
But as courteous as the virtual 14-year-old may be — she probably offered you a strawberry hat for becoming her friend — Fanta is perfectly blunt about her commercial motives.
In her online profile, Fanta says she is spreading the word about Coca-Cola’s new strawberry-flavored soda, the latest addition to the Fanta lineup. Her job title: Student/Fanta promoter.
Fanta is actually the avatar, or virtual persona, operated and managed by an advertisement agency hired by Coca-Cola, and as such, she represents a “profile ad” — or advertisement designed to actively engage members of social networking sites. Profile ads on SNSs are already proliferating in the United States.
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