We kicked off with TV, radio and online media (pre rolls, rich media) to create awareness. Followed by online media (rich media, pre-rolls, social media) for conversion to the game. To create a buzz on national blogs and increase traffic to the game, we used a PR- and seeding strategy that consisted of both paid (billboarding, sponsored topics and advertorials) and natural seeding.

Unique visitors: 140,000 (and counting)

Players: 70,000 (and counting)

Earned reach from natural seeding: we reached over a million people via free blog posts, social shares and WOM.

Research shows the campaign has a positive effect on behavioural intentions. The amount of drivers now intending to ban their social media activities until they arrived at a safe place (e.g. at a parking space or at home) grew with 30%.