Product category:
Online ad campaigns
News Release from: Inbox Digital | Subject: viral game
Edited by the Marketingservicestalk Editorial
Team on 06 August 2007
Logitech unveils final viral game in CRM
push
The European digital customer relationship campaign for Logitech's Cordless Desktops Range Today has launched a new viral game, Jelly Battle.
Viral game Jelly Battle is available in eight languages and marks the final element of the Logitech Cordless Desktop campaign - a six month European digital customer relationship campaign, supporting its Cordless Desktops category The game was created by digital communications agency Inbox Digital
This article was originally published on Marketingservicestalk on 1 Nov 2007 at 8.00am (UK)
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Last year Inbox Digital was appointed by Logitech with the brief to develop a six-month European digital communications campaign that would drive awareness of Logitech's Cordless Desktops category, identify and segment customer prospects and ultimately increase purchase interest and overall category value.
The agency created the Logitech Cordless Desktop campaign, which includes a series of three viral games launching at key stages throughout the campaign.
The games drive registration to Logitech's monthly newsletters and awareness for the category by pushing players through to a microsite to explore the latest Cordless Desktop product range.
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Launching in December 2006, the first viral game 'Ball Balancer' notched up an impressive 1.1 million unique users and 40,000 registrations.
This was followed in March 2007 by the second viral game, Jelly Jumper, which reached first place in the Viral Chart and further smashed Logitech's targets, generating a massive 3,669,795 unique users and 125, 000 opt-in registrations.
The 'Jelly Battle' game includes both single and multi-player versions with gameplay based around a vectorised version of Logitech's stylish diNovo Edge keyboard and four brightly coloured jelly men.
The aim of the game is to beat your opponents before they beat you by collecting health and weapons, whilst challenging them and anticipating their moves.
In the 10-level single-player game players can familiarise themselves with the gameplay and gain confidence by playing against the computer before progressing to the multi-player version.
Garreth Hayes, European Marketing Director at Logitech, said: "To date, the campaign has more than exceeded our goals in terms of driving awareness of our Cordless Desktops range with a massive audience and delivering insight to help further drive registrations and encourage consumers to discover how Logitech Cordless Desktops can enrich their digital experience - stylishly.
"During the campaign period to date, we've seen an increase in market share in several of our key markets.
"For the ultimate phase of the campaign Inbox Digital has come up trumps, bringing all of these learnings together in a gripping, multi-player viral masterpiece that should ensure we smash all our targets again".
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