P&G’s Olay first to trial new in-game ad

P&G’s skincare brand Olay has become the first brand to use King.com’s new in-game ad format, which will see it associated with granting gamers with an “extra life”.

Bubble Saga
King.com’s Bubble Saga Facebook game, in which Olay will feature.

Olay will feature in King.com’s Facebook game Bubble Saga, which has more than 500,000 daily active users, according to AppData. Of those users, more than three quarters are women and half of these are between 31-and 50-years old – Olay’s target market.

Bubble Saga players will be able to visit a “Planet Olay” section of the game where images of the brand’s anti-wrinkle cream for sensitive skin will feature. Players will also be able to secure an extra life by watching an Olay video advert.

King.com revealed its intentions to roll out the new format to Marketing Week last month, which it said could help brands boost positive sentiment towards them by being associated with an in-game benefit.

Alex Dale, King.com’s CMO, said at the time that the ads are much more likely to be noticed than spots on other media because users are likely to be placing their full attention on the screen when the spot appears.

Commenting on the P&G deal, Dale says: “The games audience has changed, and King.com’s games have a huge following among women. We can provide a safe and fun environment for consumer brands to engage with that audience in a novel, productive and measurable way.”

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