Credit: SCS Software
Ever wonder if you spend too much time sitting behind a desk? A trucking company in the US asked players of the video game ‘American Truck Simulator’ the same thing when they started advertising for real Truck Driving careers inside the game.
Since video games first came on to the scene, companies have been curious about how to advertise to their customers through the expansive and ever-changing medium. Over the years there has been everything from straightforward product placement to full games made just for advertising a company/product. However, the ad we’re talking about today is a straight copy and paste of real-world advertising.
In 2023 the trucking industry was struggling to recruit new drivers, so one company turned to a popular but niche game, ‘American Truck Simulator’. The game simulates driving & parking a truck in excruciating detail, even penalising the player when they break any driving laws. The company, Schneider National, displayed their ads across virtual billboards on the virtual highway, calling on the virtual drivers to hit the real road.
This was an expertly crafted campaign that displays the amazing result of when user research and marketing creativity come together. Even gamers, a difficult group to please, reacted generally positively to the ad campaign, showing how well Schneider understood who they were marketing to.
Advertising is not just about the campaign itself; the medium can be just as important. When you truly understand your audience and you meet them on their terms, your ad can start to take a whole life of its own.
