Creating games for brands October 2012

Candyspace delivers cutting edge mobile and multichannel digital solutions.

We do this better than anyone else due to:

•  Our extraordinary experience in mobile

•  Our deep understanding of today’s multi-device consumer

•  Our strategic approach & innovative ideas

•  Our cutting edge technical capability and bespoke platforms

•  Everything we do is developed in-house – we never outsource

The result = Technically feasible creative ideas that deeply engage consumers across channels

What we do Candyspace Offering

Mobile and digital solutions that help clients:

•  Drive sales •  Brand awareness & immersion •  Launch products & services •  Enhance content propositions •  Educate consumers

All Technologies: PHP, .NET, HTML 5, CSS3, Flash, Flex and Java. Native mobile & desktop – iOS, Java, Android, Symbian & Air.

Optimised for all web browsers and over 7000 mobile devices.

Our Solutions Candyspace Offering

What are talking about?

•  “Adding gaming elements to marketing campaigns”

Why should brands do it?

•  Leverages basic human desires: reward, status, achievement, self-expression & competition

•  Great way to get customers to engage with brands – on their terms

•  Very high dwell time

•  Cut-through

•  The viral effect / utilising customers’ social networks for brand activity

•  Boost impact of media

Why create a game? Candyspace

Our best games…

Virgin Media TV Taking fans on an epic treasure-hunt, blending realities and delivering a supernatural experience

•  Supernatural had an established TV

show on ITV2 for 4 seasons

•  Living TV bought it for seasons 5&6

Background Supernatural

1.  Migrate fans

2.  Fuel viewing

Our challenge Candyspace

•  Supernatural fans live and breathe their

passion online

-  We needed to tap into these existing

behaviours

-  Give fans a unique experience

-  Show them we really understand the show

Insight Supernatural

Share their obsession!

1.  Prove that we are obsessive

2.  Shout about it

Comms strategy The strategy

We created an ARG (Fight the Apocalypse) with the ultimate prize

•  We created competitive armies of obsessed fans

•  Launched a nationwide treasure hunt for hidden symbols

•  Players could play online or via their mobiles

Our solution Overview

•  Fight the Apocalypse was closely tied the storyline

-  Use of Enochian Sigils

-  Building armies to help in fight vs. Lucifer

•  Worked with the talent

-  Clues, content distributed via microsite

–  Use of

Immersing fans in the show Developing the plot

Main game actions (via dedicated microsite):

•  Create an army & build profile

•  Recruit friends

•  Form alliances to gain points

•  Collect sigils via fans’ mobiles

•  Listen to clues from Angel Castiel

•  Take knowledge quiz to prove dedication

Game overview Developing the plot

The microsite

Advanced mapping technology

Manage Alliances

Sigil Collection

Build Army Players could recruit friends to join their army by email, text and Facebook.

Clue Portal feed The latest clues were incorporated in the dashboard, allowing all functions to be carried out from one place.

Knowledge is Strength quiz Launched half way through the campaign to find most dedicated fans

•  Sigils formed the core currency of the game

•  Players needed to find & collect 25 unique sigils via MMS

Enochian Sigils A trail of discovery

Online TV Print Real world

Various online sites & blogs, forums, fan sites

including SFX, AOL, YouTube, Digital Spy,

Supernaturalfans.co.uk, Flickr, Bizarre

TV spots running on Living TV to remind fans that the show had moved

to a new home

Various press titles including Metro

Including haunted house we created, cemeteries &

other spooky locations

Unprecedented uptake Initial results

•  The clue portal was one of the most exciting features of the ARG. Candyspace worked with Warner Bros’ scriptwriters to ensure scripts were on character

•  Clues were released the portal through the game in video & text format

Using content to enhance the ARG Clues & content

Lucifer’s warning to the UK

Angel Castiel’s video clues

We created a video with Lucifer to seed the game and create

anticipation

Angel (Mischa Collins) filmed 10 video clues to guide fans

towards the Sigils

Fan clues

We engaged UK’s most dedicated fans to record one-off special clues for the game

Social – the glue of the game Clues & content

Twitter

Main communication channel for the game •  Clue updates released via

official ARG Twitter •  Fans used channel to discuss

all things Fight the Apocalypse

Facebook

Incorporated into build army mechanic •  Players able to invite friends

via FB Connect •  Players used FB to create

their own campaigns & promote own armies

•  (One person even threw a party, promoted on FB to get new recruits)

Fan forums

Fans had created forums just to discuss and collaborate on the game.

•  Find new friends to ally with

•  Swap Sigils •  Discuss and speculate on

the next clue to be released

Some fan comments

The Grand Finale Real world activity

We hosted a real-world grand finale staged at The Mall:

•  The car with the final sigil with a special 1st find bonus of

5m points

•  Fans for given clues about the final link in the chain

during the week leading up to the event

•  The clue to the car’s location was released in the form of

a riddle at 1pm distributed via Twitter, SMS & the mobile

site

It worked! The results

•  Audience figures exceeded ITV2’s peak

•  16,000 armies created

•  Average dwell time @ 14mins

•  New audience brought in

-  29% not watched it before

•  Supernatural viewers watched other Living

TV shows

Nintendo Coin Rush Unleashing a real world hunt for gamers

•  Latest version of a successful

franchise on new piece of

hardware (3DS)

•  Large existing Facebook

community

Background Nintendo Coin rush

1.  Drive conversation/involvement with latest version of franchise

2.  Engage existing fans online & in real world

3.  Drive sales & pre-orders (h/w & s/w)

The challenge Nintendo Coin rush

We devised a digital treasure hunt to captivate and engage

fans. Fans needed to collect coin codes that were hidden online

& in the real world

•  Gameplay was carried out via a dedicated Facebook App

that could be played on web and mobile

•  Coin codes were sporadically delivered via online & offline

channels for fans to hunt down

Our solution Nintendo Coin rush

•  Players needed to collect coin codes that were hidden online & in the real world to win prizes

Finding coins Channels

Paid channels

Various sites, blogs & fan forums. Formats included video, banners &

editorial features (e.g. in IGN)

Owned channels

Use of Nintendo UK’s sites including Official Nintendo

Magazine & UK site

Real world

Codes hidden at Nintendo events & GAME stores across UK

Earned channels

Extensive use of Twitter & FB to distribute clues, content & codes. Facebook acted a central hub for

activity

Collecting coins Nintendo Coin rush

•  Players installed the Coin Rush Facebook App and submitted codes they found

•  The App could be viewable online and via players’ mobiles

•  The more coins they collected, the better the prizes they received!

Results Nintendo Coin rush

•  Game generated fantastic buzz for

Nintendo’s new release

•  20% increase in Facebook Likes on

NUK’s 3DS channel

•  25% conversion rate on FB shares

•  25,000 codes redeemed

Insight from campaign Nintendo Coin rush

•  High number of low level prizes drive interactions (perceived

to be more achievable)

•  People will do anything to win

-  Need robust plans around how do deal with cheats

(before game kicks off)

•  Short, quick burst of activity worked

Final thoughts

•  Know your audience

•  Keep gameplay simple

•  Promotion strategy is key

•  Add in real-world interaction (content/events)

•  Prepare messaging strategy (customer support, ‘challenges’)

•  Factor in lots of time (2-3 months standard)

Key things to remember Candyspace

Nick Shadbolt

Account Director

candyspace media ltd

4 Turnham Green Terrace Mews

London

W4 1 QU

Nick.shadbolt[at]candyspace.com

Thank you! Keep in touch