The Brief

Chupa Chups asked us to launch “Chupa Chucker”, their first ever Facebook game and get as many people playing as possible, as a quickly as possible.

Describe how the promotion developed from concept to implementation

Our strategy was to create the ferociously competitive community of online gamers vying for the title of Chupa Chucker World Champion. Instead of asking you to play Chupa Chucker against friends, we asked you to beat someone that nobody likes: Introducing Karl “RAVEN” Walraven, the ultra cocky Chupa Chucker champion and creator of the “N-Joystick” the world’s first mouth operated joystick. Karl’s purpose was to piss off the legions of gamer around the world by being as arrogant as possible. Armed with his “N-Joystick”, Raven was not only annoying, but also annoyingly good, setting an almost unbeatable score of 458,740.

Describe the success of the promotion with both client and consumer including some quantifiable results

Raven and his mouth-operated joystick caught the attention of both the online media and the ire of Facebook’s gaming community. In the 4 weeks since launch, Chupa Chucker saw a 350% player growth, creating a community of over 12,000 enraged gamers all aiming to dethrone Raven. With a campaign budget of just $5,000, that translated into a cost of only $0.40 for each player recruited. Most awesomely, due to the huge positive reaction to the “N-Joystick”, Chupa Chups will soon be producing the device for the mass market, changing the way people play games forever.

Explain why the method of promotion was most relevant to the product or service

Chupa Chups’ brand line is “Life Less Serious”. This campaign lived up to this by poking fun at a man who took video gaming far too seriously. Furthermore, we made Chupa Chups the crown jewel of the campaign by building the world’s first mouth operated joystick around it.