And now, a game from our sponsor (09 Jun 2005)

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And now, a game from our sponsor (09 Jun 2005)
Kimberly-Clark, a maker of feminine sanitary products, launched an advergame called “KT's Impossi-Bubble Adventures”. The game avoids mentioning tampons altogether—girls have to keep a brutish brother from reading their diaries. But after the game, they are ushered to a page that does discuss tampons. The advergame, put on line in mid-February, was played 500,000 times in its first six weeks. Given that it cost $25,000 to develop, that works out at a cost-per-play of just $0.05. Andy Stawski, a brand manager at Kimberly-Clark, says the game is having a significant effect on sales.

Article URL: http://www.economist.com/science/tq/displayStory.cfm?story_id=4031047

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