Reto Meissner is responsible for the use of advertising games at SBB
Reto Meissner, Head of Marketing Communication at SBB, reports on his experiences.
WW: What has been the intention behind SBB's use of online advertising games to date?
Reto Meissner: Online games and activation tools have so far helped us to get the target group to engage more intensively and emotionally with the topic of the campaign. But of course, in addition to increasing involvement, they also increase the time spent on the site.
To what extent have these expectations been met and what criteria do you use to measure success?
The interactions used so far have mostly been successful. We adjusted poorly performing actions during the campaign so that the values improved. The criteria were very different. But mostly, of course, the number of users, the length of stay and the number of interactions.
Based on your experience to date, what are the key success factors when using online advertising games? What should be considered and what should be avoided?
In my view, there is no one-size-fits-all solution. To date, the most important basic requirements have been the easiest possible access, an attraction to get people to enter in the first place and clear and simple user guidance. As we have always run online interactions together with a campaign, thematic embedding in the campaign is of course essential.
How do you plan to use online advertising games in the future, for example in the mobile sector?
We will continue to use this very situationally, depending on the task and target group for cross-media marketing communication. This applies both online and, of course, increasingly also for mobile applications.
cjw
