Client: Quaker Oats
Company: WildTangent Games and Media
My Role: Creative Director
Campaign: Quaker Everyday Epic Adventure (AdverGame)
Case Study for Quaker Oats AdverGame in Role as Creative Director
Situation: Convert an RFP from Quaker Oats into a paid advertising campaign by coming up with an idea that would really engage and delight users interactively with the Quaker brand. Key performance metrics included brand awareness and favorability, purchase intent, CTRs and time spent.
Action: The idea was to create a game hub destination microsite that contained eight playable mini-games and other Quaker branded interactive content. We conceptualized the hub environment and mini-games around some of the activities a family might participate in throughout the day. For example, a recipe building game would be fun to play and have an analog in making breakfast. A bike race game could correspond roughly to going to school or work. We wanted to show that healthy Quaker products could go with the user/player as they went through their day.
We created a comprehensive pitch deck that included detailed mock-ups, budgets and production schedules etc that won us the the ad campaign. Because of internal resource constraints and a tight timeline, we partnered with a reliable third-party game vendor/partner to actually produce and deliver the playable game assets. All other ad units, branded channels and interactive rich media were produced in-house by the WildTangent Creative Team.
Result: We produced an engaging immersive experience that quickly exceeded all of Quaker's required performance metrics early in the campaign flight. Production costs came in under budget and all deliverables came in on time. The main Game Hub launched first along with 2 mini-games and we continued to create interest and return visits by adding the remaining mini-games at planned intervals. Overall the campaign was a huge success and fun to work on. Special thanks go out to superstars Chris, Brian and Fes as well as the amazing team at Apar.
Screenshot from Recipe Game
Screenshot from Hidden Object Game
Screenshot from Shopping Game
Screenshot from ScoreBoard
Screenshot of HomePage Takeover Expander Ad Unit in closed position. Content incuded rich media and was fully interactive.