Alamo Rent A Car has debuted a line of social and mobile games to leverage the growing number of mobile photos and videos that consumers are expected to take during family vacations this summer.

The games are available on Alamo?s Facebook page as an application, which has been optimized for mobile devices. In conjunction with the roll-out, an ongoing sweepstakes is being used to entice consumers to interact with content.

?Mobile is a very big part of this campaign,? said Meghan Maguire, brand publicity manager at Alamo, St. Louis.

?When we were planning for the campaign, we acknowledged that when people are on vacation, they are on their phones and tablets, so we made sure that everything is optimized for mobile,? she said.

Game on mobile
There are four games that are part of the Alamo Games 2 Go series. The games are geared towards getting consumers to play via their mobile devices through Vine, Instagram, Facebook and Twitter.

For instance, one game called Snapfamily encourages consumers to upload photos of their family on vacation. Once the photo is uploaded, it can be tagged with the campaign?s hashtag - #AlamoGames2Go ? and shared via social media.

Another game lets users use a video app such as Vine to upload videos of themselves and their family members.

The third game challenges users to go on a scavenger hunt during their summer vacations and snap pictures of items, such as a lake or a surfer.

The final game is a photo-sharing challenge that asks consumers to pose as a driver.

The games also include a sweepstakes component. Alamo is awarding consumers weekly prizes or a $5,000 towards the vacation of their dreams.

The weekly prizes include destination kits that are filled with items that families will need while on trips this summer at beaches and amusement parks.

The entry form lets consumers sign up to receive promotional emails from Alamo.

Users can enter the sweepstakes once per day for each game. Additionally, consumers who play all four games in one day can earn a bonus entry.
 
The summer campaign runs through Sept. 16.

Boosting engagement
Mobile video and photo-sharing is a hot space for marketers to be in right now.

Consumers love to take pictures and videos from their mobile devices and share them with their friends and family members.

In fact, a recent study from Unruly found that the number of tweets containing a Vine link has doubled in the past two months, pointing to the quick growth of the platform (see story).

For Alamo specifically, mobile photo-sharing and video makes sense for the company to leverage during the summer when consumers are on the go with their mobile devices in tow.

?As Alamo is a brand that is targeting vacationing families, when you?re on the go more people are taking pictures with their phones,? Ms. Maguire said.

?That is where our customers are already and the platforms that they are participating on,? she said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York