Creative Execution

The game was built to go viral - * It was launched on the Google Play store * It was kept extremely simple so that it was universally playable. * The name of the game was strategically coined to place Spider-Man upfront to aid search engine optimization. * The size of the game was kept at 13MB to facilitate ease in downloads. * The game was also designed in a ‘perpetual game play format’ to keep the players engaged and at the same time added the complexity of gaining back a life post grabbing 20 bottles in the game play.

1. The most downloaded branded mobile game in India ever - Over 1.94 million downloads so far and counting with a media expenditure of Rs.50,000 (this was the total promotion money spent), 2. It has consistently been the number 1 game-app created for Spider-Man on the Google Play Store since launch, 3. Crossed over 1,65,600+ hours of game play so far, 4. 8.2 Million+ Game Play Sessions, 5. 16,400 plus users +1’d this on Google+, 6. The number of downloads were more than any of the branded games (e.g. Kelloggs Amazing Spider-Man 2) launched in association with the movie. During May – a. #31 in ‘Top Free’ Games of All Time on Google Play b. #5 ‘Top New Free Games’ Category on Google Play c. #1 for keyword ‘Spider-Man’ on Google Play d. #1 for keyword ‘Best spiderman game’ on Google Play e. #1 for keyword ‘spiderman’ on Google Play

Objective • B’lue a 15 month old brand (from Danone Narang) in India needed to increase awareness & familiarity • With limited resources we needed to create the aura/impact of a large established brand and engage with young India • Strengthen the B’lue brand proposition of ‘At Your Best Anytime’ The association between B’lue and ‘The Amazing Spider-Man2’ was part of a global partnership between Danone Waters and Sony. B’lue being a partner brand we had developed a 360 degree plan for promotion of this partnership and to ride on the popularity that Spider-Man enjoys. The Idea It’s a game that revolves around the brand • B’lue is a drink that keeps the city at its best • The city is running out of B’lue • Only Spider-Man can keep the city at its best by collecting bottles of B’lue. • Very true to the brand proposition of B’lue - ‘At Your Best Anytime’