3M: Post-it Game
Sister agency Jaywing built a multiplayer gaming experience for 3M to help promote the Post-It(r) Brand product offering (www.postitgame.co.uk). The client wanted something fun and engaging and a game that would ultimately create a community of engaging users as well as building a database of opt-in email addresses for future eCRM activity.
Viralnet was tasked with seeding the game into the online gaming community to ensure that it received the traffic it needed to grow into a community. This is very important with multiplayer game campaigns as the game itself needs a healthy level of players online at all times in order for it to function.
Viralnet created a staged seeding plan that allowed 3M to soft launch the game through the testing phases and then slowly ramp up traffic levels over time. Then, Viralnet and 20:20 worked together to track, analyse and refine the registration mechanics within the game before releasing the game to the community via a full PR release to 100's of major game portals.The game was a great success with over 1,000,000 visitors (or 2,000,000 visits) in the first 6 months, 150,000 registered users, 6.4 million drawings made and 173,000 hours gleefully wasted playing the game!
Play the game at: http://www.postitgame.co.uk