Capital One has integrated itself into three of Zynga’s most popular games, using recognizable elements from its TV commercials to deliver unique freebies and rewards that enhance the game for anyone who engages with them. One of the more innovative features is in CityVille, where players can place a Capital One branded bank (pictured) in their personal metropolis. Both companies said this opportunity was the first brand integration of its kind.
Things get a little stranger in FarmVille, where a financial institution would seem out of place. So instead, there will be a “Capital One FarmVille Farm” for players to visit, get free gifts including Animal Instant Grow, and acquire a breedable limited edition Capital One Goat (as seen in Capital One ads, like the one that aired during the Super Bowl).
Adapting the brand for Zynga’s Pioneer Trail also involves a limited edition Capital One Goat, but here players can participate in quests based on helping the distinctive goat find its caprine cohorts. The goat may not be breedable, but it can be a permanent in-game item.
This partnership between Capital One Financial Corp. and Zynga builds on their previous initiative in June, when Capital One’s Visigoths invaded FarmVille. Players could dress their avatars in barbarian garb, collect Visigoth statues, and get other premiums.
“The explosion of social gaming offers a great way to engage consumers with our brand,” said Jack Forestell, executive vice president of Digital Strategy at Capital One. “Re-teaming with Zynga allows us to build on our previous success with FarmVille and branch out to CityVille and The Pioneer Trail. It is a natural next step and offers a unique way to feature the Capital One Goat character that is growing in popularity and generating support in social channels.”
Each in-game promotion also directs players to Capital One’s Facebook page to learn more about exclusive items and, of course, Capital One products.
“We look for iconic brands that enhance the in-game experience and deliver value to our players, and Capital One a brand that many of our players know, recognize, and use every day,” said Jeff Karp, chief marketing and revenue officer at Zynga. “This marks the first time a company is offering in-game brand engagements across multiple Zynga studios at the same time, and adding Capital One retail banks to CityVille is a great fit.”