May 22, 2018

Century 21 Uses Facebook Game for Ad Campaign

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Century 21 Uses Facebook Game for Ad Campaign

Century 21 is advertising a Facebook game, The Sims Social, during the holiday season.

Gamers are able to earn virtual currency by using Century 21-branded items, like a fireplace, to decorate their virtual homes. 

“We think this is just a great opportunity to integrate with the holidays and provide those target customers with a touchpoint … with an opportunity within the home setting for buyers and even sellers to see the Century 21 brand during the holidays,” Bev Thorne, chief marketing officer of Century 21, told HousingWire.

The campaign runs from Dec. 20 to Jan. 9. 

Century 21 decided to jump back into Facebook gaming after a successful run in October, in which the real estate franchiser became reportedly the first national real estate company to join SimCity Social, a popular Facebook game with the majority of its players in the 25-to-34 age group. The company attributed its involvement to a 225 percent jump in “likes” on Century 21’s Facebook business page. 

The game works by allowing users to create and expand their own real estate properties as they interact with their friends on Facebook. Gamers were able to build a Century 21 office and earn SimCity Social currency. 

“We see this as a creative opportunity to deliver the dream of home ownership to millions who are intent on investing in real estate virtually, and eventually, in reality,” says Thorne. 

Source: “Century 21 doubles down on Facebook game advertising,” Inman News (Dec. 17, 2012) and “Century 21 Wins Big With SimCity Strategy,” HousingWire (Dec. 17, 2012)