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'Draw Something' pencils in adverts

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'Draw Something' screenshot

© OMGPOP

Draw Something has begun to integrate advertised brands into the game through a new Zynga ad initiative.

The National Hockey League is the first advertiser confirmed to take advantage of the initiative, according to an Ad Age report.

The NHL bought the use of hockey terms such as puck, Zamboni, hat trick and slap shot to appear as word prompts to draw, and has encouraged users to post their drawings on Twitter and Pinterest using the #DrawNHL hashtag.

Draw Something already has incorporated brands as word prompts, with users asked to draw brands like Porsche, KFC and Doritos. Zynga found that users enjoyed drawing familiar brands, which inspired the new ad initiative.

"People loved to draw the Colonel and bags of Doritos," former OMGPOP head and now general manager for Zynga's New York office Dan Porter told Ad Age.

While there may have been a positive response to drawing brands so far, it may be too little too late for the social drawing game. Last month saw a drop of over four million active daily Draw Something users and that downward trend has continued into May.

Earlier this year, Draw Something studio OMGPOP was bought by Zynga for over $200 million (£126 million).

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