Plans & Pricing
Does My Company Subscribe?
Group Creative Director, AKQA
Now that Facebook Messenger is open to brands, some have discovered how to leverage it as an engagement channel. For example, video game company Activision sent players messages from a character named Lt. Reyes via Facebook Messenger to promote its new game Call of Duty: Infinite Warfare. Players were tasked with unlocking a special code that would eventually reveal the game’s trailer before it was available to the public. eMarketer’s Debra Aho Williamson spoke with Nick Strada, group creative director at AKQA, the digital agency behind that campaign, about what brands can do with Messenger, even in its early stages.
eMarketer: Why was Facebook Messenger incorporated into the marketing strategy for Activision’s Call of Duty: Infinite Warfare?
Nick Strada: For this campaign, we wanted to engage fans in the narrative of the new game. It’s better to take advantage of existing behaviors than try to teach users new behaviors. Our preferred approach is to take advantage of how users behave and meet them on channels that they are familiar with. Messenger is a tool that millions of people already use. Brands don’t have to add an interface layer to it and can get users involved without teaching them any new behaviors.
Mobile Social App Invalid Traffic (IVT) Rate in North America, Android vs. iOS, May-Aug 2018 (among impressions analyzed by Pixalate)
Automotive Site Visit Growth Worldwide, by Device, Q3 2018 (% change vs. same quarter of prior year)
Mobile In-App Ad Performance Metrics: Impression Share, by Ad Type, OS and Region, H1 2018
Mobile In-App Ad Performance Metrics: Average eCPM, by Ad Type, OS and Region, H1 2018
Ecommerce Companies Worldwide Who Currently vs. Plan to Implement Select Technologies, Oct 2018 (% of respondents)
Push Notifications 2018: How to Win Opt-Ins, Develop Metrics and Get the Creative Right
Augmented Reality Marketing and Advertising 2018: Adding Virtual Value to the Real World
How Header Bidding Is Moving Into Apps
When Toyota Advertises on Twitter and Snapchat, Users Listen
Many People Feel They Lack Control Over Their Personal Data
Mobile Measurement & Targeting Roundup