There are various opportunities for in-game advertising within ‘Zumba Fitness 2’, the audience for this game is predominantly females but there are no real socio-economic group restrictions or age within reason of the players. The main brands that would work well for this game include Pineapple, isontonic energy drinks such as Lucozade and clubs along with the drinks that are sold within them such as Smirnoff Vodka, Martini, Malibu and Bacardi. In using the club scene it allows new drinks brands to establish themselves in the minds of the consumers when launching into the drinks market. It is a good platform for the new female Lynx to create brand awareness, as those keeping fit need a reliable anti-perspirant but also those dancing or doing Zumba want to feel sexy, so Lynx is an ideal brand. Finally, in the background of scenes various hotel chains could be used as part of the skyline, such as Travelodge, Premier Inn and Holiday Inn, as females often enjoy ‘girls nights out’ in which they sometimes stay over and these budget hotels are key places for them to stay.
Pineapple could be worn by the dancers in the videos or a Pineapple dance bag could be carried into the scene by the dancer. On purchase of the game, a voucher for Pineapple could be given to the consumer with perhaps 10% off their next purchase or a free Pineapple keyring when they buy the game.
Lucozade could be carried into the dance scene by the dancers; they could walk into the scene drinking it and then place it down before they begin to dance. Lucozade could also be involved with Zumba by offering an exclusive free track download for the game (a track with an exclusive routine); such as a remix of ‘Did It Again’ by Shakira ft. Kid Kudi remix or ‘On The Floor’ by Jennifer Lopez ft. Pitbull; or an exclusive scene which with it brings a new background and dance.
Clubs such as Ministry of Sound, Fire and Vauxhall could be used as backgrounds for new scenes. This in turn allows alcoholic drinks such as Smirnoff Vodka, Martini, Malibu and Bacardi to appear in the background. The drinks could offer codes on the inside of bottle labels for consumers to download these club scenes.
Lynx could be used in the same way as Lucozade in that it is carried into the scene and used by the dancers.
Hotels such as Travelodge, Premier Inn and Holiday Inn could be easily placed as static integrations within the skyline of various scenes. They would then appear in the background and be associated with having a good time and dancing.