Nivea are currently using in-game advertising within a social community for girls (goSupermodel.com) to promote their NIVEA Visage Young range. In the game, players get a ‘virtual pimple’ which they can get rid of by using a NIVEA product.
Why it matters
Younger generations feel at home in virtual worlds and often see their online life as an extension of their real-life social world. How can marketers take further advantage of the increasingly authentic virtual worlds that are being created in order to showcase the benefits of health and beauty products?
To highlight the necessity of an efficient healthcare system and the risks of self medication, the NGO Doctors of the World released a series of videos describing how to treat injuries and diseases with a bit of tongue-in-cheek humour. For example, one video features how one should heal a broken shinbone with a sander and a staple gun. Another video explains how you can remove a decayed tooth with an electric drill and a hairdryer.
German scientists developed an intelligent medicine cabinet that controls contents, regulates intake of medicines and checks intolerances towards ingredients. It works with a microchip that saves a patient’s personal data. The user also gets recommendations about their drug intake from an integrated voice output.