Discover Boating Uses Facebook Games to Engage Boaters

Discover Boating Canada has launched a collection of online games on Facebook as part of an online marketing strategy to leverage social networks.

Entitled Making Waves, the games are part of Discover Boating's Facebook advertising campaign that will target adults 25 to 54 years of age who have expressed an interest in the outdoors, boating or fishing. As an added incentive to drive traffic to the games in Canada, players receive a chance to win $10,000 towards a purchase of a new boat. Players can also sign up to receive a free Get Started in Boating DVD.

“Social media marketing has become incredibly mainstream and has proven to be extremely efficient in enabling us to reach outdoor enthusiasts who use sites like Facebook as a way to connect with family and friends,” said Carl Blackwell, Vice President of the National Marine Manufacturers Association (NMMA) and Grow Boating Inc. “We'll be promoting an alternative to connecting on the computer by promoting connecting on the water. With so many media options available, particularly online, now more than ever it's important to be where your target audience is spending a lot of their time. Facebook allows us to hone in on potential boaters in a very effective, measurable way.”

Discover Boating believes that by placing the game within the Canadian Facebook network of 16 million users it will allow it to reach a larger, targeted audience of potential boaters and communicate with them via an interactive experience.

The games provide players an opportunity to experience the thrill of on-water activities. Players choose from a selection of boat types, colours and different activity modes. Game modes include cruising between buoys with a water-skier in tow, navigating the shoreline to pickup and drop off family members, and dropping lines to go fishing.

Discover Boating says that the average Facebook user has an estimated 130 friends, which it hopes will create a viral element to the campaign as players invite their friends to play and post their game play and scores to their Facebook wall.

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