When brands invest in games, they should mean it. In other words, as a starting point, they should invest properly, and the result should be a game that shows respect for the player and production value that honors the brand. On top of that, the game should be fun and/or rewarding to play and should serve a marketing goal that can be stated and measured.
These elements are present and more in Chipotle’s “The Scarecrow.” Read this post on Jumpydot.com:
Fresh Crops and Free Content: How the “Chipotle Scarecrow” App Broke Ground