Successful Equity Building for an Online Brand

Uproar.Com is a gaming site that uses traditional gaming as a draw to increase site traffic for sponsored advertising. In addition to a large selection of free games, they also have sophisticated games for subscription, and they work with corporations to create advergaming marketing communications campaigns for those corporations. The site was created by a woman and is currently managed by her. The Web site is located at
In her Direct Marketing News article, Blank (2001, p 10), sites the demographics of Uproar.com, 80% female and skewed to the 18-35 year old audience. In addition, there are 31 million registered users of Uproar.com. As noted, Uproar.com helps other companies prepare advergaming sites and one example is Hershey. Hershey reported 1.3 million people who visited its game site on Uproar registered for its sweepstakes to win a trip to the Hershey Park, and 2.7 million did so to win a years supply of candy. This site has a lot of traction.

Keller (p 665) says a "simple but evocative name" like Uproar.com can be beneficial for online branding. He (p 663) goes on to remind us not to forget brand-building basics with online brands, starting with establishing points of parity and points of difference. An important point of difference for Uproar.com is that it is not a game site for adolescent males, the traditional audience for action games like Grand Theft Auto. The games on Uproar.com are thinking games. Fatah and Paul (2002, p 1) find that 41 percent of people who frequent online game sites in general are women, and 43 percent are ages 25 to 49. They also find that the average time a person spends on Uproar.com is one hour and 24 minutes.

Keller sites promotional programs as another important element in brand building ( pp 256-9). The Toronto Star (2000, p 2) reports that Uproar.com distinguished itself trhough its incentive based programs. “Players are rewarded for signing up and playing.” Awards vary for different games: some are cash, DVDs, MP3 players and even vacations to Maui.

Keller also notes (pp 229-235) that the integrated marketing element of advertising is a powerful means to building brand equity. Sampey (1999, p 1) reports that the Grey Entertainment agency did TV, radio and outdoor ads for Uproar. They came up with the slogan, “Let there be fun.” Keller (p 159) says that slogans “are powerful brand building devices….”

The result is that Uproar.com is a major entertainment site and has powerful companies both advertise on the site and seek out its advergaming expertise.

References
Blank, C (August 6, 2001). Hershey's Online Push for Reese's Gets Sweet Response. Direct Marketing News. Retrieved on December 5, 2008 at http://www.dmnews.com/Hershey39s-Online-Push-for-Reese39s-Gets-Sweet-Response/article/74093/

Fatah, H and P. Paul (May 2002). Gaming Gets Serious. American Demographics. Retrieved from EBSCOHOST on December 6, 2008.

Keller, K (2008). Strategic Brand Management. Pearson/Prentice-Hall.

Sampey, Kathleen (October 11, 1999). Grey Airs First Uproar Work. Adweek. Retrieved on December 6, 2008 from EBSCOHOST.

Toronto Star (November 16, 2000). Gratis Gaming. Retrieved from EBSCOHOST on December 6, 2008.