File this in the “science confirms common sense” folder — although this may be a surprise to many ad agencies.
University of Missouri researchers found that advergames that have a thematic connection to the brand work better to create a relationship with the consumer.
In the study, participants played two advergames, both with either high or low thematic connection to the brand. … For example, the travel company Orbitz designed a game, “Find Your Hotel,” that has a theme related to the company’s travel services. Another Orbitz game, “Paper Football,” does not have a thematic connection to the company’s services.