“Insight from research suggested that the IT professional audience was somewhat jaded by the volume of campaigns targeting them,” said Mark Cripps, digital director of McCann Worldgroup.
“As such, they have reached a level of cynicism which means they are starting to ignore communications messages. So we decided to look for another, softer approach which would appeal to their interests.”
“As such, they have reached a level of cynicism which means they are starting to ignore communications messages. So we decided to look for another, softer approach which would appeal to their interests.”
Thus, players of Silicon Commander control armies of robots, representing desktop and notebook PCs.
They must tackle viruses and other problems that an IT manager may encounter on a daily basis. Strategic management of resources enables players to upgrade from basic PCs to ‘Pro’ PCs that emphasise the three purported core benefits of the processor technologies: ease of use, increased security and higher performance.
The game, developed for Intel by MRM Hong Kong, is the first MMORTS (massively multiplayer online real-time strategy) game to be used to advertise to IT professionals in Asia.
The game is open to residents of 12 Asia-Pacific countries and is free of charge.
Rewards for skilful play include an Apple iPod Touch and a Dell XPS notebook PC (to be awarded to a designated champion at the campaign’s end on 31 December).