Question

Topic: E-Marketing

Critique My Viral Game Campaign

Posted by Anonymous on 11/27/2008 at 8:34 AM ET 125 Points
Hi all,

I work for an online shop selling maps and guide books etc. We're trying to promote our christmas range at the moment, and we are going to launch a viral game campaign, I know we're a little bit late, but we're still going for it as it's our first attempt at viral. So this is the premise:

The game is called I hate Christmas, with the taglines
Fed up with queues? Can’t find that elusive gift? Watching the pennies this Christmas?
Use our gift finder at mapsinternational.co.uk and get free delivery direct to your door.

The game is the thing I'm slightly concerned about - we're going with a stress busting hating Christmas theme, where the user get the chance to shoot elves and Santa Claus to get points.

Even though I think personally I would quite enjoy this, I want the message to be, if you're stressed with Christmas we can help. Not we hate Christmas too.

Does anyone have any feedback on the positioning of the campaign and the likeability.

Cheers
Liz
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RESPONSES

  • Posted by soneill on 11/27/2008 at 9:16 AM Member
    Have you tested the concept with any existing customers?
  • Posted by Mikee on 11/27/2008 at 9:16 AM Member
    I think this could certainly come across as "we hate Christmas".

    It is hard to know if people will take it with a sense of humor as it is meant. Is there any way to make sure that people will know that it is a joke and not meant as being serious. Perhaps if it ends with something like "And now that I am relaxed, bring on the Holidays."

    Mike
  • Posted on 11/27/2008 at 9:20 AM Author
    Whaven't done any pre testing, this is our first campaign, so maybe we should be looking to integrate user testing into any future campaigns.

    Mike - I think you've hit the nail on the head here, which is why we've gone so heavy on tag lines to promote it's the stress of Christmas we don't like and not actually Christmas.

    Maybe we do need another line to re-emphasise that fact.
  • Posted by michael on 11/27/2008 at 11:01 AM Member
    Liz,
    I love Christmas, but hate the season...so I'm right there with you.

    You might have people think you're too religious (what a joke!) if you said "Hate the season but love the Christ"

    Michael
  • Posted by Jay Hamilton-Roth on 11/28/2008 at 8:41 AM Accepted
    Since it's the stress you don't like (rather than the imagery), change what you're shooting at. For example, pictures of presents, long lines (but not people), cash registers, traffic jams, etc. By shooting at beloved icons, your game could easily create the wrong buzz (and not attract the right customer to your site).
  • Posted on 12/2/2008 at 7:09 AM Author
    Ok, thanks for all your advice. What we've gone for is a change in name now it's "Snowballs it's Christmas" and instead of blood when you shoot the elves snowflakes appear, so we're trying to make it feel like you're just snowballing the elves, and Santa Claus, which I think helps.

    Cheers
    Liz
  • Posted on 12/9/2008 at 10:49 AM Author
    just to say the game has gone online now and it's call Snowballs to Christmas. You can have a look at https://www.mapsinternational.co.uk/snowballs
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