CHICAGO (June 24, 2010)– Discover Boating officially launched a series of online games today, titled Making Waves, to put at-home current and potential boaters and outdoor enthusiasts in the virtual captain’s chair to experience the fun of life on the water. The games are part of a larger online marketing strategy to leverage existing networks, such as Facebook, already being used by a substantial number of consumers within the Discover Boating target audience.
The Making Waves games will specifically target adults 25-54 who have expressed interest in the outdoors, boating and fishing. Placing the game within the U.S. Facebook network of 120-150 million users, or approximately 40 percent of the U.S. population, allows Discover Boating to reach a larger, targeted audience of potential boaters and communicate with them via an interactive experience, bringing boating to life. What’s more, the average Facebook user has an estimated 130 “friends”, adding a viral element to the effort as players invite their friends to play and post their game play and scores to their Facebook wall. The game complies with all of Facebook’s newest privacy standards.
“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,” notes 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, measureable way.”
Making Waves extends Discover Boating’s online presence which includes an extensive Facebook advertising campaign. The game and advertising campaign carry Discover Boating brand messages and are tied to the same target audience, allowing for a more streamlined approach to reach potential boaters. As an added incentive to drive traffic to the game, players receive an exclusive opportunity to register to win $25,000 towards a purchase of a new NMMA Certified boat. Players can also sign up via the application to receive a free Get Started in Boating DVD.
The campaign will be promoted to potential users via Facebook’s extensive network of users as well as through public relations and social media channels. Discover Boating will also promote the game through its existing email list of nearly 400,000 consumers.
The 2010 Discover Boating marketing campaign also includes the industry’s comprehensive consumer site, DiscoverBoating.com, various online advertising efforts, a national public relations campaign and social media program.
The Making Waves game provides players an opportunity to experience the onscreen thrill of everything you can do on water. Players choose from a selection of boat types, colors 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. Making Waves is available now at http://apps.facebook.com/making-waves/.
About Discover Boating Discover Boating is a national awareness campaign developed by the North American recreational boating industry and managed by the industry’s trade group, the National Marine Manufacturers Association (NMMA.org). Discover Boating programs focus on improving the boating experience and building interest in recreational boating by providing a resource for Americans to explore the benefits, affordability and accessibility of the boating lifestyle. To find out more, visit DiscoverBoating.com.
