Press release: Hormel Foods Woos Chili-Lovers with Stagg® Chili Chuckwagon online game

IC Group created an advergame to help Hormel Foods increase consumer demand of Stagg Chili. The Chili Chuckwagon Challenge will be online until April 30, and allows players to win $100,000 cash or a variety of secondary prizes including electronics and mountain bikes. Entrants are also automatically entered in a wweepstakes for the chance to win a 2004 Mazda RX8. Consumers can access the game by obtaining a UPC code from any Stagg Chili product.

This isn't exactly an advergame, as most would conceive it. People can't play unless they've bought the product. And giving away money isn't exactly a good incentive to increase product awareness, even if you have to buy to product in order to enter the game. This is likely more of a buy-play-once-and-forget process in consumers' minds.