Fuel Uses Game Play To Reach Youth Market
Los Angeles-based digital agency Fuel Industries has realigned its 12-year focus on branded entertainment and general marketing to target the youth market through interactive campaigns such as gaming. To accomplish the goal, senior executive Andrew Wing and creative guru Mike Burns have been named co-CEOs.
Burns said the company will build campaigns that engage today's youth, who want to consume content through game play on sites like McDonald's Europe HappyStudio.com. Fuel has been working with McDonald's since 2007. A year ago, the company won a bid to build a virtual world marketing platform in Europe. It's available in 40 countries and has been translated in almost as many languages.
Integrated into the virtual worlds are characters from movies such as "Tin Tin," "Puss In Boots" and "Ice Age 4," along with content from popular toys like Hot Wheels. Clients also include Google, Electronic Arts and Microsoft.
As part of its entertainment division, Fuel launched its own property in October on the Sony PlayStation Network called Sideway New York, an action platform game for PS3 and PCs.
Fuel has been developing similar properties for global brands since 1999. Wing joined Burns at Fuel in 2011 as chairman of the executive committee after stints as president and CEO of Cantor Entertainment, a division of Cantor Fitzgerald, and president and CEO of Nielsen Entertainment.
The combined leadership has overseen the evolution of Fuel’s business model and the elevation of Fuel’s Youth Engagement brand.
Michael Plotkin, former CTO at Electronics Arts, who holds a Ph.D. in computer science, has been named CTO at Fuel. Chief Strategy Officer Jeff Roach, who guides strategic planning and youth consumer insights, served in similar roles at youth marketing agencies Youthography and Glitteration.
Recent Online Media Daily Articles
-
Coca-Cola Loses Bid To Dismiss Text-Spam Case May 24, 5:41 p.m.
Consumers can proceed with a lawsuit against Coca-Cola for allegedly sending them unwanted SMS messages, a ... -
Disaster Ready: Google Maps Model Quickly Adjusts To Events May 24, 5:29 p.m.
The four-lane bridge in Washington state that partially collapsed Thursday into the Skagit River was removed ... -
Pandora Beats Rev Estimates, Adds Subscribers May 24, 5:01 p.m.
Online radio service Pandora on Thursday reported that revenue rose 55% in the first quarter to $126 ... -
Real-Time Web Turns Consumers Into Impulse Buyers May 24, 4:37 p.m.
Video, mobile, social, and better search capabilities continue to make it easy for consumers to buy ... -
Mugnier Shares M&C Saatchi's Mobile Approach May 24, 4:32 p.m.
M&C Saatchi Mobile was formed three years ago through the acquisition of mobile marketing agency Inside ... -
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ...
Be the first to comment on "Fuel Uses Game Play To Reach Youth Market"
Leave a Comment