Tele2 Multi Mobile Adventure
In a time where brand engagement is declining, with 10 seconds Snaps and 5 second pre-rolls we managed to keep people engaged with Tele2 for 8 minutes on average. See below for an overview of main results:
- Average game time was almost 8 minutes; twice the benchmark for branded web-based games. (Source: Verto Analytic)
- The 312.000 accumulated minutes of game time, thats 7.5 Months of brand engagement
- Over 100.000 people from all age groups played the game
- Longest game time: 54:05 minutes
- Most players in one game: 29
- Total impressions/ visibility of the game: 34,7 mil views. This 285% vs. estimation/benchmark.
- Total earned views on YouTube: 11.500
- Due to the crazy content the CTR performance is 1,8% vs. benchmark 1%.
- Free publicity: 144 articles published with a reach of 3,2 mil views
- De Jeugd van Tegenwoordig is picky, protecting their own brand at all times. That is why we involved them in the realization of this project. Making them part of the project so that they would share it with their fans.
Our research showed that older people use almost as much data as younger ones. That’s great news for telecom provider Tele2. But the downside is that now literally everybody is busy on their own phones. We wanted to create something that made streaming more social. We connected all those single devices and encouraged young and old to interact with each other, to drown themselves in data together and share in the fun.
We took the centuries-old game of dominoes and turned it into a 21st century interactive adventure that can only be played using multiple devices. Place all phones and tablets beside each other and start playing. Help the main characters move from one bizarre world to the next by connecting the right devices.
We challenged ourselves to make the game totally web-based, allowing everybody to join in easily by visiting the url.
Another challenge was to make Android and iOS devices, tablets and smartphones, play along together for a cross device experience.
The game contained a lot of content. We made 6 different worlds, each world had 4 to 6 levels. A challenge was to make the game run smoothly on old and new devices despite of the tons of PNG-animations the game contained, without losing image quality.
Why was this project/campaign initiated?
Tele2 offers huge data bundles for a great price, allowing anyone to use data endlessly: drowning yourself in data. Tele2 wants to stimulate the Dutch to cut the handbrake and feel free to use huge amounts of mobile data without worrying.
What was the challenge or problem?
Previous Tele2 campaigns mostly reached young people. Research shows that older people use almost as much data as young people. The challenge was to create a digital campaign that both young and old could appreciate.
Which other key factors provided the context for the briefing?
Because data is an abstract term, Tele2 strives to make using data more tangible in all their communication.
How was the specific assignment to the agency defined?
Create brand engagement with an online campaign. Emphasize that the giga data bundles offered by Tele2 allow you to stream endlessly.
