Papa Docomodake invades Cartoon Doll Emporium and Meez
Ignition Entertainment is a specialist in creating video game characters that appeal to tweens who are looking for something more innovative than a certain mustacheod plumber.
Betawave collaborated with Ignition to learn what Popped! about their key winter release, Boing! Dokomodake. Our call to action was to "put the fun back in fungi"; as such we placed the main character, who happens to be a talking mushroom, into activites within two virtual worlds.
Our audience of teenagers participated in a branded scavenger hunt and were seen wearing Dokomodake emblazoned sweathsirts, slippers, and hats all over the virtual streets.
Blending this new, fun character into these activities led to some impressive results. Our tweens downloaded over 200,000 branded items, and participated in over 50,000 branded scavenger hunts. The average time spent within these activities was fifteen minutes; and the five cross-network homepage takeovers and media placements did pretty well, too.
Most importantly, Ignition Entertainment enjoyed a successful game launch underscored by measurable increases in brand awareness.
Ad Solutions in this campaign
Video
Rich Media
Virtual World Integration
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