By Alex Villafania, hackenslash Reporter
INQUIRER.net

BAYER Philippines may be the first pharmaceutical company in the Philippines to ever use a Flash-based web game to advertise its product, particularly the men’s health supplement Rogin-E.

The game is largely an “advergame” wherein a brand is represented in an interactive video game, either as in-game advertising or as the main theme of the game itself.

In the case of Bayer’s Rogin-E Man, the player must control a male character along a maze and catch packs of Rogin-E capsules while avoiding enemies. Catching large packs of Rogin-E would strengthen the character and beat enemies by just approaching them. The game is similar to the arcade hit Pac-Man.

On the other hand, instead of just being a game, Rogin-E Man gives players a chance to win prizes ranging from watches, MP3 players, gift certificates and a grand prize of P250,000.

Bayer Philippines Group Product Manager Tricia Duavit in an interview with hackenslash said that Rogin-E Man was launched in early June and will end before the last week of July.

She said this would be the first time that they have locally tested an advergaming campaign for a product and this could potentially revolutionize the industry’s marketing campaigns on the Internet.

“We think it’s an excellent sales promotional activity that can be made in line with the characteristics of our target market, which are men who are modern, fast-paced and very active lives. It’s also a unique way to market the product and one way to convey the idea that the product delivers,” Duavit said.

Duavit also added that using an advergame gives them the advantage of collecting data regarding their target market since players would have to register their real names to play the game. The database will then be used as the basis for the company’s other campaigns.

“It’s a quick and comprehensive way for us to find more about our market and what they like about our product,” Duavit said.

Advertising agency JWT was the main advertising proponent of the Rogin-E Man game while Skyrocket Interactive developed the game.

JWT Account Director Arnel Gonzales said Bayer’s entry into advergaming is an extension and evolution of its previous marketing activities through the Internet. The Rogin-E Man advergame is a test bed for Bayer’s marketing strategy in the Philippines.

“We started with a microsite then we launched a television commercial. We also had a partnership with another men’s magazine where we marketed the product and the Rogin-E Man promo. Right now, they’re trying to expand their reach and provide a meaningful and interactive experience to both Rogin-E users and potential customers,” Gonzales said.

Gonzales also said that companies in other industries might take notice in utilizing new mediums to promote their products. He said that while Bayer’s attempts to promote Rogin-E has yet to reach its targets, companies will eventually move to using the Internet for their marketing campaigns and also implement advergames.

“That’s what we’re promoting with the companies that we’re handling. Of course, it’s still in the early stages and some will not be receptive of the idea but that will change as the benefits become apparent,” Gonzales said.