Borders - Book Tower
Sister agency HyperlaunchDMG, built a Jenga-style game for Borders, where users had to pull books from a stack in order to win vouchers to use at Borders high street shops and online stores.The game was seeded through the Viralnet network in the run-up to Christmas 2008. This involved embedding the game within premium game portals such as Gamenet.com and Mousebreaker.com. This seeding approach allowed Viralnet to cost-effectively guarantee 40,000 UK users within an agreed time frame.
The campaign was a great success with over 157,000 views. We reached 92,000 UK users who played the game within the target period. More importantly, the campaign was directly attributable to over 50,000 voucher downloads, which then directly attributed to over £80,000 of sales in the target period.
This meant that the campaign as a whole delivered a great ROI as well as generating many new customers for Borders.
