Soft drink brand Mountain Dew and BBDO Guerrero have created a pre-roll campaign for YouTubers in the Philippines to play 8-bit games while they wait for the video.
The three games, ‘EDSA,’ ‘Balete Drive’ and ‘Intramuros’, incorporate local landmarks and Filipino characters. The pre-roll games are designed to keep users engaged with the Mountain Dew brand and bring them to Dew Gamer Hub website for gaming news and content.
The game uses YouTube annotations meaning players hit buttons in the video and the character moves through the game. The three games follow on from one another, meaning engagement with the brand is increased. According to BBDO Guerrero, players are spending around 12 times longer on these than the average pre-roll.
PepsiCo head of beverages Mikey Rosales said: “We are always looking for new ways to engage with our diverse audiences and these playable pre-roll ads really connected with the passionate gamers that love Mountain Dew.”
Creative chairman at BBDO Guerrero David Guerrero said: “This idea shows that innovation doesn’t need to be expensive or elaborate but is a question of looking at resources we already have in front of us and using them to the best effect.”