One to One Interactive Portfolio:
Fox: Family Guy “Save the Couch!” Screenmate Game
Vertical Market:
Project Type:
Awareness
Promotion
Retention
eCRM
Awards:
Internet Advertising Competition (IAC)
Services Deployed:
TTwentieth Century Fox Home Entertainment released a Family Guy Star Wars DVD collection and wanted to keep the brand front of mind so that users would purchase the DVD when it was available. OTOlabs worked with Fox to develop an entertaining ScreenMate game.
Approach:
Branded desktop applications can engage the customer with the brand over a longer period of time than other digital marketing formats. This enhanced awareness helps drive sales when the user is in their normal DVD purchasing environment, and provides a convenient link to online purchasing as well.
The game is a Flash file playing within a browser window set at the size of the user’s desktop. The background is interior of the Death Star where the Millennium Falcon is held. The game features Peter (Han Solo) & Brian (Chewbacca the dog) frantically carrying a used couch they found in the Death Star’s garbage chute back to the Millennium Falcon. Cameo appearances of other characters (Lois, Quagmire as C3PO, and Cleveland as R2D2) also take place. These sequences have a character’s head and shoulders popping up from the bottom of the window at random, and saying something funny. The frequency of these ‘pop-ups’ increases as time runs out making it harder to see Peter and Brian.
If the player survives for 3 minutes, Peter and Brian would board the Falcon and take off. A message then displays “You won! A new wallpaper is now available for you to download!” The wallpaper features a triumphant Peter & Chris holding up the couch with the words “WE SAVED THE COUCH!”
Results:
The Fox Family Guy Save the Couch game provided users with a fun and entertaining experience, while keeping the DVD launch at a top-of-mind status with the Family Guy fan base.
Featured Projects
Papa John’s: MyPapa Widget Network
The Papa John’s MyPapa Communicator is a set of applications and widgets designed to ease the ordering process and to enhance Papa John’s image as a fun, excited company quick service company. Customers can easily order their favorite pizza from any widget or BDA in their branded widget network.
GlaxoSmithKline: Veramyst (Prescription Allergy Treatment)
How do you launch an intranasal steroid, into an already crowded allergy category? GSK faced the dual challenges of differentiating this new brand for acquisition and communicating the benefits of the product. Partnering with GSK and offline agencies, OTOi helped the client define the Veramyst brand identify and visual experience ,to create one of GSK’s most unified, cross-media product launches.
Royal Caribbean: CruisingPower VIP CruisePass
RRoyal Caribbean International faced a communications breakdown with the thousands of travel agents who book 80% of the company’s cruises. Conventional fax and email alerts of promotions, itinerary changes and other information were being lost in a storm of messages that the agents receive from fax and email. Royal Caribbean came to OTOlabs, seeking a technology solution that would address these issues, allowing for RCCL agents to gain access to booking engines and the latest content immediately through a branded desktop application.
J.D. Power: Portal Site Design
For forty years, the JDPA report binder had taken on almost iconic significance across the industries served – particularly the U.S. automotive industry, the largest and longest served by JDPA. Many users were accustomed receiving data in hard copy (binder) format; it was essential to the success of the project that they do not perceive online delivery as a reduction in content or value.
Fox: Family Guy “Save the Couch!” Screenmate Game
Twentieth Century Fox Home Entertainment released a Family Guy Star Wars DVD collection and wanted to keep the brand front of mind so that users would purchase the DVD when it was available. OTOlabs worked with Fox to develop an entertaining ScreenMate game.
Comcast: Search Engine Marketing (SEM) Initiatives
Search Engine Marketing (SEM) has been a proven part of the marketing mix for Comcast for quite some time. The Comcast SEM campaign functions at all levels of the customer experience including Brand Awareness, Research/Consideration, Purchase Intent, Acquisition and Retention. The SEM campaign is a stand out performer that is part of an integrated online marketing effort and is a complement to an offline campaign consisting of broadcast TV, radio, print, out of home and direct response. Comcast looks to paid search to drive qualified traffic to Comcast.com and convert this traffic into orders.