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Business Issue
To date the IET had only targeted students with printed direct mail pieces and wanted to do something different that would drive traffic to their student website, enhance their student digital branding and raise their brand awareness across the student community.
Our Response
Using a character (Metal Guru) that we had already created for the IET student magazine we suggested that the Guru went digital and starred in his own online game. The client loved this approach as the character was someone their core target audience would already be familiar with and having a digital presence would bring their student brand to life online.
It was obvious that for the game to be successful, people would have to forward the game on to their friends and colleagues. We knew we couldn't just rely on people forwarding the original email so we set up a scoreboard and a 'challenge a friend' feature to encourage people to forward the game on to their friends.
Business Result
The game was and still is a phenomenon! From the initial email sent out to a mailing list of 20,000 people the game has had 1.2 million unique players. Within the first 12 months 50% of those that played the game visited the IET student website.
The game was also featured and rated in many gaming magazines raising the IET's overall profile.
Strategic planning and digital integration
Digital branding
Creative concepts
Viral marketing
Membership organisation
Charity
