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TheStreet Open House

Zynga's First Reward-Based Mobile Advertising Campaign Launches With Honda

Stocks in this article: ZNGA

SAN FRANCISCO, Oct. 16, 2012 (GLOBE NEWSWIRE) -- Zynga (Nasdaq:ZNGA), the world's leading provider of social game services, today announced its first reward-based mobile advertising campaign with Honda to promote the all-new 2013 Honda Accord. As part of the campaign, players of Zynga's popular Words With Friends and  Scramble With Friends games can earn in-game currency and tips by playing Honda-related words. The "It Starts With You" campaign kicked off on Oct. 6 with the "Word of the Day" promotion in  Words With Friends. During the first four days of the Words With Friends promotion, more than 220,000 Honda-sponsored words – NEW, TECH and YOU – were played for gameplay tips. The campaign is part of Honda's broader "It Starts With You" multimedia initiative for the Accord.

Zynga's reward-based advertising offers players a simple value exchange: by opting to interact with an advertisers' messaging, a player receives an enhanced gameplay experience. Rewards offered include in-game credits, digital items and more. Reward-based advertising is already present in Zynga's web games and has gained significant traction among major brands including McDonald's, Nordstrom and Fox. Zynga is now bringing this advertising opportunity for the first time to its mobile games.

"As a leading social entertainment company, Zynga is focused on delivering value to brands through the most engaging and innovative ad products that both surprise and delight our huge player base," said Julie Shumaker, VP of Global Brand Sales, Zynga. "Reward-based advertising is a concept we leverage with tremendous success in our web games, so we are thrilled to offer our first-ever mobile reward advertising program to promote the all-new 2013 Honda Accord."

Reward-based advertising is one part of Zynga's full suite of video, display and sponsorship opportunities for brands. These ad solutions provide brands the opportunity to drive consumer action through the scale, reach and engagement level that only Zynga can offer. According to comScore, five of the top ten most popular mobile games are Zynga titles and eight billion minutes are spent on  Words With Friends and  Scramble With Friends each month.

Recognizing this value, Honda looked to Zynga when searching for innovative ways to reach a new audience. Honda's independent research showed that the "It Starts With You" target audience has a strong affinity for word and puzzle games, making the natural fit with Zynga even more clear.

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