For the game a partnership with Microsoft/Bing gave us access to an endless game arena, and made 3D gameplay possible. We placed the game in the world’s 3 pleasure capitals: New York, Paris and Rio, and added mini-games in each city with reference to classic video games. Partnerships with other brands including Bulgari and KLM added further realism and relevance.The bought media campaign included display ads in a variety of formats, including personal Facebook ads, and with tailored messaging to the placement. For earned channels, we integrated social destinations into the site, including a tournament for Facebook. We used the heroine of the game to address the most important twitter users that had shared the first game with personal videos, as well as created a rich making-of-video for the geeks. Finally, an augmented reality game was created, to be activated as an event in major cities such as Amsterdam.

After less than 1 month out of the 12 month campaign, the activity has delivered more than half a million visits, with an average time spent of 3.5 minutes. The daily average visits supersede most monthly visitor numbers to other competing FMCG brands, according to comscore and web trends. The primary traffic drivers have been owned social media such as the Facebook fan page, reflecting the success as a follow-up, and viral spread consumer-to-consumer, generating more than 15m impressions via social sharing.