Reaching your target audience uniquely

As marketing professionals, our main goal is to try to cut through the clutter and create time with our key constituency. Delivering key messages in terms and forums that are relevant to users allows these messages to have a far higher impact. Furthermore, uncovering white space in the media market that allows your message to be delivered without dilution gives the advertiser an unparalleled advantage.

An organization that has done this very successfully recently is the Obama campaign. A key part of Obama’s key target audience are young people. One can assume that the primary infotainment outlets that these individuals dwell on are online and television. Gaming and ‘wired’ gaming however, is a very interesting and in my opinion hugely effective channel to consider. The Obama campaign leveraged the gaming channel, by delivering its campaign message in the context of the Xbox 360 racing game Burnout Paradise.

This type of innovate advertising delivery requires that an organization very clearly understand their target audience, where they dwell, and where a marketing message can have a high impact. Gamers might spend multiple hours a week playing these games. If this advertising message (without relavant competition) appears to the user multiple times during this period, an organization may well be getting the marketing impact that they might be looking for.