Zynga Teams with Honda On Mobile Promo

Beleaguered social games maker Zynga has struggled to monetize the shift of its user base from the desktop to mobile devices. To that end, the company today announced what it calls its first reward-based mobile campaign promoting the 2013 Honda Accord.

The effort allows people playing “Words With Friends” and “Scramble With Friends” to earn in-game currency and tips by playing Honda-related words including “new,” “tech,” and “you.” Honda’s "It Starts With You" campaign kicked off Oct. 6 on Zynga with the "Word of the Day" promotion in Words With Friends.

The related “Scramble With Friends” advertising featuring sponsored words “Accord,” “luxury” and “new” in a branded board game started on Oct. 13 and lasts through Oct. 31.

The automaker wound up advertising in the Zynga games in part because of independent research by showed its target audience has a strong affinity for word and puzzle games. While the effort is the first rewards-based campaign in mobile, Zynga has previously run reward-based advertising in Web games with brands including McDonald’s, Nordstrom and Fox.

The company is touting the Honda deal amid deepening financial woes. Earlier this month it told Wall Street it expected weak third-quarter earnings and further reduced guidance for the year.  That followed surprisingly poor results in the second quarter, increasing investor concerns about Zynga’s ability to successfully transition its business to mobile. Investor uncertainty has seen the stock fall 75% of since the company's Dec. 2011 IPO.

Recommend (2) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
  • Google Wins Reprieve From Mississippi Attorney General

    A federal judge has granted Google's request for an order enjoining Mississippi Attorney General Jim Hood from following enforcing a subpoena for “millions” of documents relating to copyright infringement by outside companies. The preliminary injunction, issued on Monday by U.S. District Court Judge Henry Wingate in Jackson, Miss., stays Hood's ...
  • FCC Enacts Sweeping Open Internet Rules

    The Federal Communications Commission voted on Thursday to impose net neutrality rules that prohibit broadband providers from blocking or degrading traffic and from creating online fast lanes. “Today history is being made by a majority of this commission as we vote for a fast, fair and open internet,” Chairman Tom ...
  • Nick.com Visitors Seek To Revive Privacy Case Against Google And Viacom

    Representatives for a group of young children are appealing a judge's decision to dismiss a lawsuit accusing Google and Viacom of violating a federal video privacy law. The notice of appeal, which was filed this week with the 3rd Circuit Court of Appeals, doesn't offer details about the potential arguments ...
  • Coca-Cola Talks "Total Market" Multicultural Marketing

    Segmenting remains a natural component of multicultural marketing. Yet, top brands increasingly want separate units to share insights, and a broader strategy. It’s a “total market” according to Juan Pablo Gonzalez, Senior Brand Manager of Hispanic Marketing at Coca-Cola. Among other benefits, “It gives up an opportunity to share resources,” ...
  • "50 Shades Of Skin" Isn't The Way To Approach Multicultural Markets

    When approaching multicultural consumer segments, marketers shouldn’t go thinking about “50 Shades of Skin,” according to Xavier Turpin, Director of Multicultural Marketing at Dunkin Brands. “It’s wrong to label all these segments based on skin color,” Turpin told attendees of MediaPost’s Engage: Hispanics conference, on Tuesday. “What’s more important is ...
  • Finding programmatic revenue -- or lead-generation value

    Programmatic may yield too low cost per thousand prices for many publishers. Still, others who even sell premium video inventory find value. During a OMMA Miami panel, Daren Trousdell, founder/chief executive officer of OneUp Sports says: “Programmatic is a lead-generation tool for us; we can see who is bidding on ...
  • Audi Taps MUH-TAY-ZIK I HOF-FER For Social

    Audi of America has tapped San Francisco-based MUH-TAY-ZIK | HOF-FER as its social media agency. Audi says it choose the agency Audi after seeing their work for clients like Netflix, Golden State Warriors, and Slavery Footprint.
  • FCC Chairman Unveils Plan For 'Strongest Open Internet Protections' In Agency's History

    Federal Communications Commission Chairman Tom Wheeler said on Monday that he will propose that the agency declare broadband service a utility, in order to enact “the strongest open internet protections” in the agency's history. “These enforceable, bright-line rules will ban paid prioritization, and the blocking and throttling of lawful content ...
  • FCC Chief To Propose Nixing Muni-Broadband Restrictions

    Federal Communications Commission Chairman Tom Wheeler said on Monday that he will propose invalidating state restrictions on municipal broadband networks. “Many communities have found that existing private-sector broadband deployment or investment fails to meet their needs,” he said today in a statement. “They should be able to make their own ...
  • Verizon Promises To Let Customers Avoid Tracking Program

    Faced with pressure from lawmakers, Verizon said on Friday that it will allow its mobile customers to opt out of a controversial tracking program. The move means that Verizon's customers will be able to direct the company to stop inserting tracking headers -- known as UIDHs -- into their mobile ...
>> Raw Archives