Page 57 - Best Digital Marketing Campaigns in the World

48 The Best Digital Marketing Campaigns in the World

The campaign leveraged the target market’s use of online communication
channels and social media platforms by integrating with and permeating
through key social networks. In addition an online treasure hunt of ‘cave
babes’ was seeded through online and offline media channels, extending the
game’s reach and engagement, and driving traffic back to the main campaign
site.

One set of data that highlights the power of the strategy is the return game
play statistics. More than 50 per cent of players returned to play the game
more than 25 times and 25 per cent of users returned and played the game
more than 100 times. Add to this the average game time of more than 11
minutes and you get a measure of how powerful and engaging the campaign
really was.

After the eight-week campaign the key performance indicators (KPIs) identified
at the outset had doubled.

Game results

●● 689,436 visits;
●● 136,000 unique game visits;
●● 22,000 registrations;
●● an average time spent in-game of 11 minutes 40 seconds.

Myspace and Bebo

●● 24,515 unique visitors on Myspace and 18,022 on Bebo;
●● 1,715 friends on Myspace and 991 on Bebo;
●● 4,777 active native application users within Myspace.

Magazine readership audience

●● FHM 270,000;
●● Ralph 321,000.