Tradedoubler creates viral game for Lovefilm

Tradedoubler has been appointed by Lovefilm to create and manage a viral campaign that aims to increase awareness of and traffic to the Lovefilm website.

The company will produce, seed and track a viral game that will convert through an affiliate model for Lovefilm.

The campaign, which will complement high season demand for DVD rental, aims to act as an acquisition channel of trialists to Lovefilm's DVD and game rental service.

The concept of the game centres around the 'Lovefilm Academy', where players go to train to become superheroes, battling both good and bad guys and using Lovefilm DVDs to knock them out.

Once the game has ended, players are given a promotional code that can be redeemed at checkout on the Lovefilm website, and are invited to submit their score to a leader board.

The player with the highest score will win GBP250-worth of Lovefilm Shop vouchers and the next nine high scorers will receive free annual membership to Lovefilm Rentals.

Peer-to-peer referrals are also encouraged through a recommend-a-friend facility, through which players can invite others to play.

The game will initially be seeded on the main gaming portals, viral communities and social networks.

Tradedoubler will then track the number of people that play the game and subsequent sales via the Lovefilm site.

The sales conversion rate is expected to be two per cent, while click-through rate is likely to be around 25 per cent.

Tradedoubler was responsible for the concept design and co-ordination of the project, and worked in conjunction with viral agency Tamba to execute the campaign.

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