Darčeky v uliciach

Popis práce

Strategy and creative idea: The aim of the campaign was to bring something new to reward O2 brand fans, not just gifts, but extraordinary fun platform game for the new Street View. Rules of strategic game: We created two versions of the game: one was designed specifically for the seizure of O2 employees, the other for the public. The version for O2 employees was launched only three days before the start of the official launch of game. 02 employees could find special bonuses and gifts, too. We made finding them in easier way: gifts were hidden near O2 shop. Our target audience included everyone. The one, who was interested could browse the streets and exploring the beauties of Slovakia and grab one of the 1850 gifts for themselves. Results: The project was supported by O2 mobile operator, Google and the digital division of Creo / Young & Rubicam and Elite powered by VML. Its basic elements were Google Maps and Street View, a new feature that ensured we could browse the virtual streets of Slovakia. Online social networking sites were the basis for our project communication. In addition to online, we chose the form of video presentation in O2 stores. The campaign results exceeded our expectations. The game amused the number of 76,000 players who walked more than half a million virtual miles through the Slovak streets and roads. Technically said, this represented a huge strain to our server – using up to 90% of its 16 GB RAM. Therefore, it is unbelievable that during the first gaming day just our players generated 6% of the total daily traffics on Google. We reached permitted daily limit for API to 30-fold.