Oh, and 1 more thing, this game has to be developed from scratch in less than 1 month

Solution :
After sitting down with the client and brainstorming a few ideas, we proposed  a racing game whereby the player controls an environmentally friendly battery powered car plus an online leaderboard to capture player data such as name and email for mailing purposes and to give out prizes sponsored by GP Battery. The game idea can be summed up in the following points
- Drive the car past certain checkpoints
- Car’s battery will deplete as the car drives further
- Player has to grab certain batteries on the road to replenish the battery meter
- But only Recyko batteries will give a bigger boost compared to other batteries
- Thus driving home the message that “Recyko lasts longer”

The online leaderboard  allows players to see their score rankings and the top 10 players for the month will be entitled to a limited edition prize from GP Battery. We also made the art direction of the game emphasize a lot of green hues and tones to bring out the environmentally friendly message of the product.

Outcome :
The contest will run for 6 months until May 2010 and till date, the amount of players has exceeded our expectations and we are very pleased with the response with the racing game. The website and game can be located at http://www.gprecyko.com.sg/

This is a good example of how new forms of media marketing such as adver-gaming can help to strengthen audience engagement through interactivity. If you want to know more about such new mediums of marketing or about how mobile can help you reach out to a more targeted audience. Feel free to drop us an email at gibson@azukisoft.com

The premise of the game is dirt simple and it basically involves the players
1) Purchasing a McShogun, McPepper or Ebi burger
2) Getting a game card with a code
3) Going online with the code to claim an online area of the Hong Kong map
4) Challenging other players with the classic game, scissors, paper, stone

To quote Jeffry Gamble, ECD at DDB Hong Kong,”so we needed an idea that went beyond the traditional 30-second TVC to get consumers excited about the burgers and keep that excitement up for three months.”

With some advertisement on Facebook, the game is clearly targeted at the younger crowd which forms the bulk of McDonald’s consumer base. And with using the appropriate channels and mediums to target their consumers, I won’t be surprised that McDonald’s have surpassed their goal of getting their consumers excited plus maintaining that high level of excitement for up to 3 months.

If the traditional advertising approach of ads and commercials was used, I doubt very much that DDB HK will be able to get the type of reach and targetted audience that they wanted. After all, the younger generation now spends up to 31 hours online and thus, games are a great way to reach out to them.

Kudos to DDB for another job well done, right after what they have done with Uniqlo Surprise.

This hilarious video says it all. As advertisers and companies, it is a deathwish if you only hear what your customers are saying and not listen to what they actually want. Traditional Chinese medicine has always relied on a methodology of curing the root cause and not the symptom and that is the duty of what you, as a company must do.

Listen to them, discover their pain points, create the solution and soon, you will have a customer singing your praises.