Today, Google’s Niantic Labs and AXA Insurance have revealed engagement statistics behind an innovative advertising and brand integration partnership. The two companies joined forces, designing and implementing a unique virtual to real-world brand engagement campaign within Niantic Labs’ augmented reality mobile adventure game, Ingress, ultimately connecting more than 4 million people with the AXA brand over 150 days.
In an effort to reach the digitally-connected generation, AXA partnered with Niantic Labs to turn AXA retail agencies in the real world into Ingress “Portals,” which are sites that players visit and battle to control for their in-game faction. In just five months, the success of the partnership saw over 600,000 Ingress players visit AXA Insurance locations to find, collect and deploy more than 5 million AXA Shields, unique and powerful branded virtual items.
In the last 5 months, the AXA/Ingress partnership generated the following results:
● Over 4 million Ingress players were exposed to the AXA brand promise
● Over 600,000 Ingress players visited AXA agencies in real life
● AXA agencies generated over 3 million in-game actions in Ingress
● Over 5 million AXA Shields were deployed in Ingress
● AXA representatives interacted with over 55,000 Ingress players during live player events called “Anomalies”
The partnership also extended into the in-game fiction where, with AXA Insurance creating a trailer showcasing the unique in-game narrative created to highlight the power and importance of the AXA Shield. The trailer relates the impossible love story between “Romeo76” and “Juliet83,” two Ingress rivals. In their everlasting clash, the only way to protect each other may be the AXA Shield.
Developed by Google’s Niantic Labs, Ingress is pioneering an entertainment experience known as ‘Real World Games’, an all-new style of gaming featuring innovative, massively multiplayer mobile gameplay which transforms neighborhoods and cities around the world into an interactive experience filled with mystery, intrigue, and adventure. Downloaded more than 12 million times, and using Google Maps and GPS technology, players move through and explore the world around them, visiting historical sites, parks, and public artworks to discover hidden ‘Portals’ leaking a mysterious energy into our dimension.
To download the game for free on Android devices, click here. To download the game for free on iOS devices, click here. To learn more about Ingress, visit www.ingress.com . Ingress is also available now on Android Wear devices.