Sainsbury’s has developed an online simulation of Paralympic sport Blind Football to coincide with the London 2012 Paralympic Games, which Sainsbury’s is sponsoring.
Sainsbury’s has developed an online simulation of Paralympic sport Blind Football to coincide with the London 2012 Paralympic Games, which Sainsbury’s is sponsoring.
The game, which features Sainsbury’s Paralympic ambassador David Beckham, enables web users to experience what it’s like to play Blind Football. Players use headphones to listen to their “teammates” shout for the ball and use their computer keyboard to pass and receive the ball.
The game, hosted on a Sainsbury’s microsite, is part of a marketing campaign around the retailer’s sponsorship of the games. “Gamification” has been a buzzword for many months now and it can be a good way to attract attention to a brand and increase engagement with new and potential customers.
By utilising this fun element and including social channels in the campaign, Sainsbury’s is able to increase its profile and create positive associations with its brand.
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