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Product category: Online ad campaigns
News Release from: Inbox Digital
Edited by the Marketingservicestalk Editorial Team on 21 May 2007

UCAS Media uses viral game to drive
traffic

UCAS Media is driving awareness of and registrations for its website with a multi-level viral game Trolley Racer through digital communications agency Inbox Digital.

UCAS Media's yougofurther website is an innovative student website, which combines a unique mix of web 2.0 technology and premium content with opportunities to showcase talent to help students go further in their lives and careers Inbox Digital, a member of Digital Marketing Group, the AIM-listed digital direct marketing company, was briefed to design a simple, engaging game that would create a buzz and drive traffic and registrations for the site, amongst the current and future student community as well as raising the site's profile with potential commercial partners

Oli Christie, creative director at Inbox Digital, said: "With Trolley Racer we're driving the yougo message and traffic and registrations on the back of an easy to play but hard to master, game inspired by the cliched student pastime of pushing each other around in supermarket trolleys.

"Tongue-in-check and highly addictive, it's guaranteed to spread like wildfire".

Trolley Racer kicks off with a university leader board where players are asked to register their details to play for their university.

The player then finds themselves in a shopping trolley on the tarmac path of a university campus at night.

The aim of the game is to 'see how far you can go' using the arrow keys to dash against the clock from one end of the streetlamp lit path to the other.

The time given to race between the two points shortens as play progresses and players can increase their score by collecting speed boosts, bonus points and extra time as they go along.

At the end players are encouraged to play again, view their university scores, tell a friend, visit the site and enter their details to win one of the fantastic prizes on offer.

Lisa Feege at UCAS Media said: "Trolley Racer is great fun and cleverly taps into the student lifestyle, whilst also communicating our 'go further' message.

"The interactive university leader board will motivate students to challenge their friends and also create some healthy competition amongst universities and higher education colleges.

With multiple calls to register we expect a significant number of students to sign up so they can start benefiting from the content, offers and opportunities on the site itself".

Inbox Digital is one of the UK's leading, award-winning specialist digital communications agencies - in 2006 the agency was ranked 30th in NMA's top 100 interactive agencies.

Inbox Digital specialises in digital customer relationship management, providing clients with insightful, engaging and results-driven digital solutions that build brands and long term one-to-one customer relationships.

Placing strategy, planning and the intelligent use of data at the heart of its work, the agency applies direct marketing and CRM principles across email, web and mobile channels to provide complete end-to-end digital customer and prospect management solutions using award-winning creative and supported by its proprietary in-house technical solutions.

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