Volkswagen Group China’s ‘Sports Car Challenge’ mobile game app series by mobile brand gaming agency Proelios and mobile developer Deep Silver Fishlabs has been shortlisted in The Drum’s MOMA Awards 2015.
In order to make it on to the shortlist and be in contention for the award, the entries needed to impress the 15 strong panel, chaired by Nick Buckley, Head of Digital Media & Mobile Marketing, Sony Mobile. Nick said, “What has stood out with the top entries is the clear and concise application of insights and research to deliver mobile first campaigns which effectively communicate and deliver upon the campaign objectives.”
The mobile brand game series has been nominated in the.
“Our objective with branded mobile games was to connect consumers directly to the VW brands through exciting virtual driving experiences” said Markus Nels, Volkswagen Group China Head of Sports Cars, Motorsport and Car Culture. “We’re looking at the beginning of a data-led ROI capability for Volkswagen Group China where we can follow the entire sales journey from initial app download to final purchase – and that is very exciting.”
Kristien Wendt, Partner in Proelios and Head of Client Services said, “To be shortlisted by the panel of judges is a fantastic testament to the effectiveness of the VW Sports Car Challenge app series. Volkswagen China has truly connected with consumers, generated qualified sales leads and ultimately sold product through their games, and it represents what we consider to be an exemplar of branded mobile gaming.”
Commenting on this year’s entries, fellow judge Kim De Ruiter, Senior Manager Music, Video and Games – Europe at Samsung Electronics, said, “There is a marked increase in the number of true cross channel campaigns, indicating that mobile is increasingly seen as part of an integrated strategy. Great to witness!”, and James Chandler, Global Mobile Director, Mindshare said, “The best entries I judged were ones that went beyond digital metrics and used real-world actions to measure the effectiveness of mobile.”
Kristien continued, “Brands are now starting to see mobile gaming as a communications channel in itself as a way of benefiting both the brand and the consumer. Brands want an app presence on consumers’ smart devices and consumers want app experiences they value, use repeatedly and retain. Mobile games deliver fun and entertaining brand experiences, but also provide an insanely attractive platform for brands to engage and connect with consumers around the world.”
The MOMA Awards (Marketing on Mobile Awards) from leading UK marketing and media industries magazine The Drum identify the best work being produced on mobile and reward those who deliver the most effective and innovative strategies and campaigns.
The MOMA 2015 winners will be announced on Thursday 28th May.