BrokerageIndustry News

Mobile game ad campaign deemed a success

Century 21's presence in 'We City' generates 5.4 million welcome-screen views

Last year, franchisor Century 21 Real Estate launched an advertising campaign on We City, a social, mobile online game where users build SimCity-like virtual metropolises. This year, it was recognized as a success. The campaign -- along with about 700 other print, Web and video winners -- was awarded a Hermes Creative Award platinum honor, the contest's highest. The annual contest, which recognizes successful and innovative work, is run by the Association of Marketing and Communication Professionals and had 4,700 entries this year.We City in-game screen shot with Century 21-branded buildings courtesy of Century 21. Recognized in the Social Marketing Campaign category (in which two platinum winners were selected from 14 entries) of the Hermes contest, the campaign resulted in 5.4 million Century 21 welcome-screen views, 401,000 Century 21-branded structures placed by gamers in their We Cities, and 300,000 views of the company's "Smarter. Bolder. Faster." commercial (which ...