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URL: http://solutions.3m.co.uk/wps/portal/3M/en_GB/Post-Its/Post-It/
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Key Industries:
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Business
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Financial
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Gaming
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Internet
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Retail
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Key Sectors:
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Display Advertising
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Games
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Social Media
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User Generated Content
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Viral Marketing
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3M, brand: Post It
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Brief
Everyone knows about the good old yellow Post-it Notes, but not everyone knows about the range of other Post-it Products - these include products which are perfect for organising, marking, tabbing and generally sorting out your office life.
3M tasked InboxDMG with creating a digital campaign that would create brand engagement and improve brand awareness for Post It its across its range of colourful and helpful products with women office workers aged 25-45 who need to communicate and organise on a daily basis.
Strategy
Our solution was a viral game supported by banner ads on sites relevant to the target audience.
Execution
Draw-It (www.postitgame.co.uk) is a multi-player viral game
In the game the player is invited to join a room where a countdown timer indicates when the next game is starting – at least two people need to be in the room for play to begin. The player’s challenge is to guess what is being drawn on a Post-it® Note by other players in the game - with up to ten players taking part per room. Game play starts with a Post-it® Note popping up to tell the players whose turn it is to draw. That player is then given a word to draw on the Post-it® Note, choosing their colour and line size etc. from the tool bar at the bottom. The other player’s challenge is to guess what they are drawing. After thirty seconds they get a clue - whoever guesses correctly gets ten points and the other players are then given ten seconds to guess too. Each game has ten rounds and cumulative scores are displayed on a leader board, with the player with the most points positioned at the top. Post-it® products are featured throughout the game, with for example the Post-it® Index Tab displaying the player’s name and the Post-it® Note used for drawing on. In addition, information on the products and their benefits are interspersed in the game. Players are invited to tell a friend and can sign up for regular news and competitions.
The game was supported by interactive banners and MPUs on 3M’s website, (www.3m.com), and on Yahoo, MSN, Handbag.com and Cosmopolitan.
Results
•People have just loved the game and at times, we’ve had over 750 people playing the game concurrently.
• Over 1 million players with 140,000 registering (about 1,000 new registrants every day)
• 6 million drawings so far and counting
• Over 160,000 hours of brand interaction
• An amazing 31.7% click-through on the feature blocks
www.inboxdmg.com
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