Building brand awareness with 30-year-old videogames

Will the ability to play a classic text-based adventure stoke your desire to purchase an Amazon Kindle? Probably not. However, Amazon has figured out a clever way to build awareness of the Kindle by leveraging the brand equity of Zork–a videogame that inspires nostalgia amongst those who spent time in the late 70s and early 80s imagining an epic world as they clacked away on their IBM Model M keyboards and basked in the glow of green or amber monitors.