Unilever Launches Branded Game Channel With WildTangent in Canada
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WildTangent and the Degree® brand are working together to deliver free access to premium games for a limited time within the WildTangent Games service. Designed to appeal to male hardcore gamers, the custom game channel features fast-paced, adrenaline charged games.
The Unilever campaign is the first to deliver both a French and English language version of the experience, dynamically targeting users based on their language preference. Powered by WildTangent’s BrandBoost ad 
platform, the campaign unlocks pay to play games for consumers who engage with a Degree Adrenaline Series video commercial. Games in the Degree channel are typically $19.99 to own or anywhere from approximately $.25 to $1.00 to rent, but Canadian players will be able to enjoy free unlimited, uninterrupted play during the campaign courtesy of Degree Men Adrenaline Series.
“The Degree Games channel is a great way for Unilever to build equity with gamers by giving them free access to the games they love,” said Linda Kessler, director of sales for WildTangent in Canada. “Our BrandBoost platform allows Degree to dynamically target video advertising to our Canadian users in their native language across a selection of contextually relevant games. That is scalable, addressable engagement at its best.”
Editor’s Note: Is it just me, or do you lady gamers out there find this campaign’s focus a little…short sighted?
