Failure Bait & Emotional Advertising Hook

I play mobile games a lot! Also, I use different applications with a freemium plan, so I watch many advertisements every single day. Maybe it sounds crazy, but I like these ads because I find lots of new products (also games) and learn more about GTM, customer acquisition, and marketing strategies!

You probably watched the game's advertisement on social media, games or freemium platforms. This advertisement often ends in failure, and the audience feels, “If I were a player, I would play better,” and action! Punch to install.

Failure Bait & Emotional Advertising Hook - Productgeek.info

CTR, Mobile Game Whales' acquisition rate, or in-game ad efficiency are different metrics that can be monitored based on these advertisements. Still, what about our feelings?

The “Emotional Advertising Hook,” or maybe it is better to say, “Make Your Audience Feel Special or Powerful,” is a technique used in marketing and advertising to elicit an emotional response from the audience. This response can range from joy and excitement to fear and sadness. The goal is to create a strong connection between the consumer and the brand or product, often leading to increased engagement, loyalty, and sales.

On the other hand, demonstration-based advertising or, more specifically, "failure bait" advertising in the context of mobile games and apps involves demonstrating gameplay where the player fails to complete a task, level, or challenge. This tactic is designed to entice the viewer by making the game seem challenging and engaging, thereby prompting them to install the game to prove they can do better.

Bundling these two techniques can increase user acquisition rate while the ad typically shows actual gameplay footage, giving potential users a clear idea of what the game looks like and how it is played. Then, the player in the ad deliberately fails to complete a level or task, often making it look easier than it actually is or making obvious mistakes. In the last step, the ad concludes with a direct call to action, such as “Can you do better?” or “Install now to beat this level!” This encourages viewers to download the game to try and succeed where the ad’s player failed.

"Failure bait" advertising effectively uses emotional advertising hooks by creating an emotional response in the viewer, engaging them through relatable and competitive scenarios, and driving action through a compelling narrative and call to action. By leveraging emotions such as frustration, challenge, and competitiveness, these ads tap into deeper psychological drives, making them a powerful tool in user acquisition and engagement.

How many times did you install the game based on these feelings?

What do you think about user acquisition through these type of advertisements?