Coverage by Stuart Elliott in the Media and Advertising section online.
The article covers Pass It On!, our new video game launched by AXA Equitable to introduce consumers to the importance of life insurance.
AXA Equitable is using competitive game play in an avatar-based world to engage consumers and make life insurance relevant and fun.
Please check out the Times and follow the link there to play the game.
The game is part of the emerging trend of “gamification" -- which is the process of using game thinking to solve problems and engage audiences. Game mechanics may join social media as an essential element in how marketers increase engagement and build brand relationships by rewarding consumers with meaningful learning experiences. "Gamification” is being surfaced in marketing circles as the next frontier in web and mobile.