By David Dorf on Jun 28, 2010
These social games are different than traditional computer games. They are extremely easy to learn and require no special skills. They take very little time, but require frequent participation. And they incorporate social aspects, so they are more fun when played with friends, which of course leads to viral marketing.
Teen fashion is especially ripe for this channel. Retailers like Wet Seal are engaging customers with games like i-Dressup with more on the way. And separate, non-retailer sites like RoiWorld are popping up.
I'm most impressed with Zynga's partnership with 7-Eleven. TechCrunch reported, "In total there will be more than 30 branded items in store, ranging from cups, bottles water, a signature ice cream and more. Consumers will be able to connect back to the social games by using their product redemption codes for limited edition 7-Eleven goods within FarmVille, Mafia Wars and YoVille." This is the first but certainly not the last example of tying physical shopping to fun, online activities.