Results and Effectiveness

The results demonstrated that you could create branded content that people actually wanted to play and share. Over 50 different countries played our games and the supporting sponsored ads topped the Facebook benchmark by 19 times! one2free’s Facebook Likes jumped 708% and Reach increased by 1465% It even got a big thumbs up from Facebook who loved that the rules were bent to add additional fun to the platform.

Creative Execution

A thorough investigation found a loophole in the way images and status updates work in Facebook, tricking the Facebook platform into allowing interactive playable content in a simple status update – no apps, no pop ups, no installs. This was a risk but totally worth it, because it was a world first, and to pull it off meant bringing gaming to people where they would never expect or have seen before. And what better way to celebrate gaming than rebooting some of the classic games that started the gaming revolution. Fun, simple games were built based on the classics – Space Invaders, Snake, Pong and Frogger – reintroduced to the modern gaming world for everyone to play. And since everyone shared our posts, consumers turned their own newsfeeds into our media space.

Insights, Strategy and the Idea

one2free, a key tele-communication company in Hong kong, wanted to promote a new cloud gaming service, Game Box through social media, targeting young gamers. But the problem was that Facebook users today are not interested in sharing branded content, and they are usually reluctant to authorize a Facebook app. So the strategy was to hijack a criminally misused media channel – the Facebook status update – and turn it into interactive owned media space. Game Box’s promise is ‘gaming anywhere, anytime.’ Our strategy was to bring the same spirit to life by allowing people to play games where they’d never played them before. So we created Game On – the world’s first playable mini-games in a Facebook status update that works across desktop and mobile.