When PEPSI MAX specifically asked us for a brand activation campaign involving computer games, aimed at the general public that would want to ‘Max their life’, we saw our chance. A chance to work around the much debated media fragmentation and clutter, to fully use the potential of social networksites and create a powerful mix of online and offline experiences. We invented the Max’ed out version of the classic game “4 in a row” and played it on a board, 12 meters high and 15 meters wide, with real people as discs. We launched it as a viral hype and the rest is history.

More than 100.000 gamers visited the site.

80% of the visitors played the game online.Banners generated an average CTR of 1,6%, with peaks up to 8%.More than 20.000 views on YouTube.Free publicity on HLN.be, M6 TV and within the blogging community.

At first we went undercover, organizing an unbranded, live gaming experience with both local and international participants recruited online. Closely monitoring the blogging community and social networksites we opened-up a –still unbranded- game site, called 4MAX. When the fuzz reached an all-time high, GunkTV was granted the reveal scoop. At the same time a new website, branded this time, was revealed, where gamers could compete each other for a place in the live offline finals.

General public in Belgium.