The Australian Defence Force is one brand that understands its target audience. After launching its hugely successful Defence Jobs Games in 2007, here we look at the latest innovation inflating the hype.

Developed by interactive agency, Visual Jazz, Supreme Air Combat is one of the most popular games within a series of sophisticated online strategy and action games, where players can build avatars and take part in simulated air, land and sea military operations.

With an existing membership of over 40,000 people, Visual Jazz extended its popularity, embracing the rise in iPhone and its App Store by developing a Supreme Air Combat application.

And it appears to have worked. Within the first week over 10,000 people had downloaded the game, today over 100,000 people have downloaded it. In fact, in the weeks following its release, Supreme Air Combat reached the top 5 free apps available.

Users even created their own, ‘How to Play’ and ‘Review’ videos and posted them on YouTube.

It recognised that new technology not only engages and entertains, but can also be used to demonstrate the strategic requirements of the job.

If you would like to find out more contact Konrad Spilva at Visual Jazz.

Thanks To: Australian Defence Force, Visual Jazz

Alternate Reality Games (ARGs) are computer games that present alternate versions of the real world, a fusion of fantasy and fact.

Played in the real world and online, ARGs are growing in popularity with marketers because they provide a consumer-led, brand experience that is both imaginative and entertaining. Through ARGs, brands create a digital ‘space’ that allows extensive interaction with the player. People are made aware of the ARG through relevant media.

A great example is The Lost Ring, created by McDonalds and the International Olympic Committee. McDonald’s advertising for the 2008 Olympic Games revolves around an elaborate story of a lost Olympic sport. Users are invited to join a digital community solving the mystery of The Lost Ring, which is based on problem solving, reading clues and collaboration with other users globally.

ARGs entice users by offering a credible, intriguing and entertaining experience, which means overt and explicit branding is often at odds with the ARG experience. In this approach, consumers engage more with the ARG than the brand, but the games’ extensive stories and in-depth participation do lead to powerful consumer engagement with the brand.

This type of ‘advertising’ takes brand engagement to a new level, where your consumers are masters of their destiny and your brand is providing the platform for them to engage virtually.

See the ARG itself - thelostring.com

Thanks to: McDonalds and the International Olympic Committee

Gary Wisneiwski from the Second Life Cable Network provides us with an insiders perspective on building a business in Second Life. He discusses why traditional advertising approaches fail in virtual world environments.

An insight from Adam and Nick, two twentysomething’s about why they are so addicted to playing World of Warcraft.