Taking advertising beyond the line

Gamification ain’t what it used to be…

Bonus Bonds Longer Conga mobile gameFaced with refreshing old-school Bonus Bonds (they’re national bank bonds that pay no interest, but reward holders with random cash prizes), we went back to the classics.

The existing TV campaign featured a conga line set off every time someone wins a prize. Charged with creating a lead generation campaign to bring a younger audience to Bonus Bonds, we ran with the fun, setting up an online “conga” you could join at any time to be in to win a daily prize. The more people in the conga line, the bigger the cash bonus.

But here’s the best bit: joining that conga unlocked a genuinely enjoyable old-school, 8-bit snake-type game, optimised for mobile (but playable on desktop, of course). Play as many times a day as you like, make your conga as long as you can, then share your achievement to lock in your entry.

Putting a ton of effort into making sure our game was (1) fun (2) easy (3) not toooooo easy and (4) extremely rewarding, we drove engagement, told a story and turned people’s gameplay into our own media channel. And did it work? Well, 200,000 gameplays was a bit of a bonus… and our clients were thrilled with a wildly oversubscribed Christmas quarter.

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