The game itself lived on Yoobot.co.uk and the Yoobot could also communicate with the user through SMS and email to encourage re-engagement.In order to get users onto Yoobot we needed to give the game instant credibility by advertising the game in kids’ environments in a way that would generate buzz and playground ‘talkability’.A combination of mass media, high profile campaign elements, supplemented with direct traffic driving tactical media was employed.

TV commercials were aired on Nickelodeon announcing the launch of Yoobot and dramatising the fun you could have with “your mini you”. This message was echoed through in school 6-sheets, 1 million DM pieces distributed through schools, schools education packs, a high profile PR campaign featuring in both national press and TV, as well as online banners that directly drove traffic to the website.The messaging was supported through educational material available to teachers.

• After just 12 weeks, Yoobot has had 1+ million registered users;• Over 75% of users thought the game was excellent and well worth their time;• A high pre-post shift of understanding that ‘I should think about my diet and lifestyle now’ of 24% (49% to 73%); • 87% saying that it had made them think more about the food they eat;• 78% said that since playing Yoobot they had taken steps to improve their diet;• Over half claim to have started taking more exercise.

Food diaries backed up this claimed behaviour change, showing increases in healthy food eaten and decreases in unhealthy food, especially when snacking.Yoobot is the BHF’s most successful campaign on this issue to date.It attracted high profile media attention including features prominently on the ITV news, BBC and GMTV and was the third fastest rising UK search term at launch.