The Art of Digital Branding by Ian Cocoran

Author:Ian Cocoran [Ion Cocoran]
Format: epub
ISBN: 9781581158021
Publisher: Allworth Press / Skyhorse Publishing, Inc. (Perseus)

Character-Based Association

Not all businesses use such a barefaced method of promoting their brands when designing their games for the Internet, and some prefer to use their associated characters to play the lead roles, rather than the brands themselves. This technique tends to play more on the subliminal connections that a brand already has with an individual without being quite so blatant. Although character association is usually not as transparent an advertising method as directly driving the brand itself, it’s still an extremely powerful tool and can have exactly the same consequences in terms of its “viral” spread.

The most obvious exponent of character-based association in the development of Web-based games is more than likely Disney, which for years has built its online entertainment package around such iconic personalities as Winnie the Pooh, Goofy, and, of course, Mickey Mouse. As its Web proposition has developed, however, so has its online games portfolio and Disney now has an extensive range of character-based games in its portfolio, some of which are illustrated in figure 5.7 on the next page:

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