Web search service launches with viral game

Taptu, a new user-friendly search service for mobile devices, is backing its launch with a fun, music-themed viral game, Music Cube, through digital communications agency Inbox Digital.

The game will target an international audience via placement on Miniclip.com and other sites.

Taptu is a new kind of search engine for mobile phones which allows people to search and find really useful content, super-fast.

Search results are optimised for small-screens - non-mobile compatible results are filtered out to streamline the user experience.

Taptu uses a standard mobile phone internet browser and does not require an application to be installed - anyone with an internet-enabled mobile phone can use it by visiting Taptu.mobi.

Inbox Digital was briefed to help create awareness, interest and trial of the new service and to develop a game which helps educate consumers on Taptu's mobile search.

The game focuses on Taptu's strength in finding music content and is aimed at the 16-34 year old, music-loving and early adopter market.

Christopher Moisan, VP of product and market development at Taptu, commented: "Taptu's early release received such positive feedback that we wanted to give it a push: Music Cube seems like a great way to get the word out to music fans that there's now a new way to find both the most popular and obscure music on your mobile".

Based on the popular Dingbats game concept, Music Cube is a music quiz where the player's challenge is to name an album, artist or song based on image clues.

When the player types an answer, the game performs a passive search to bring up the type of answers the player might have found if they had searched using the Taptu service on their mobile phone.

After selecting a decade to start from, clues getting increasingly harder.

Oli Christie, creative director at Inbox Digital, commented: "Like the Taptu service, Music Cube is cool, fun, and easy to play; with questions spanning the decades and a wide range of musical genres, this music-loving audience will love testing their knowledge against Taptu's search results".

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