Sprite virtual basketball
- Estonian Internet 2009 finalist
Project overview
This consumer game was launched on the Sprite websites in Estonia, Latvia and Lithuania. The registered players could use codes found under bottle caps to participate in the basketball competition and win prizes. The game was connected to the Coca-Cola user database.
View project video
Web site: sprite.ee/virtualbattle
Project values:
- We exceeded our goal of visit duration prolongation (3 minutes) by more than two times: the campaign resulted in an average visit duration of 7.30 minutes for all Sprite websites. Before the campaign the average duration was just 2.00 minutes.
- Comprehensive game mechanics with e-notifications, registered users, a general ranking table and daily lucky draws. A separate game mechanics solution was created for the Lithuanian website, as basketball is very popular in that country.
- The game has 4 levels that maintain constant tension and they boast top-notch technical design that includes the latest Flash possibilities.
- Well-executed viral advertising mechanism: if a user sent a game invitation to at least three friends, (s)he could play the game three times using the same code. That became one of the main advertising channels for the game.
- Successful security measures. Games with prizes always attract a lot of hackers. The agency enforced such stringent game security measures that despite the many hacking attempts, none met with any success whatsoever.
Goals set by the client
- To ensure the brand proximity of visitors for as long as possible and to encourage loyalty. The expected average duration of visits was approximately 5 minutes.
- To increase sales via recurrent Sprite purchases.
- To support the Lithuanian basketball talent scouting campaign.
- To expand the database containing contact details of Sprite website users.
Game’s front page
Prizes
Game view
View project videoResults
| Unique website visitors | 57 859 |
| Games played | 23 845 |
| New registered users due to game participation | 6 161 |
| Sprite website average visit duration during game campaign | 9 minutes 30 seconds |
Client’s assessment
Ieva Leleshiene
Junior Brand Manager My Flavors in Baltic States
The players had a lot of brand proximity time and the average duration of visits surpassed expectations. The game was not advertised online at all as it essentially advertised itself. That is why we deem the increase in the number of visitors and the number of players to be more than satisfactory.