| Adventureland - Horse Derby |
Posted on Apr 07 2009 |
Miramax films released Adventureland in April of 2009. The film recounts the coming-of-age adventures of a young man working at a run-down amusement park over the summer. As a comedy it has wide appeal but its targeted audience is 16-35 year-olds with an emphasis on college-age males. A major marketing tool for the film is its website containing character profiles, film clips and other brand-related material. Miramax asked AvenueSocial to create an application to raise awareness of the film and drive traffic to the film's website using social media.
AvenueSocial understood that the Adventureland application needed to appeal to users in the film's target demographic, be thematically and visually related to the film, and act as an effective vehicle for marketing messages including targeted promotional tools and content. |
Benefits: |
The structure of the game, and the other Adventureland Arcade Games, allows users to stop without exhaustion or frustration, thus maximizing the click rate for buttons that lead to other promotional games and to the film's website. After each round, a Submit Your Score feature allows customer data collection - an integral component of any marketing strategy.
Facebook was the ideal platform for these applications because of its application sharing system. The Invite a Friend function allows users to easily share these applications with friends producing effective viral marketing. In this way, the games not only effectively promote individual product awareness and drive traffic to the film's website, they also exponentially increases the customer base among the ideal target audience for maximum ROI. |
View Application |
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The Solution: |
To capture the fun of strolling through a carnival arcade AvenueSocial created four related game applications: Horse Derby, Whack-A-Mole, Skeeball and Beer Pong. All of the games support the marketing message. For example:
Horse Derby is a simple, fun game that evokes a theme-park feel introducing users to the film's themes. Players attempt to win Horse Derby by playing virtual skeeball. As you collect points rolling balls up a ramp into holes, your horse moves further along on it's way to winning the Horse Derby. Under a time limit, with simulated competition, players experience the excitement of an amusement park game, and maximum brand exposure in the form of movie characters, film clips, and other visual themes. The design team built Horse Derby, like the real game, to be easy to learn but difficult to master. |
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