Sue Ryder Care
Ride for RyderSue Ryder Care is a UK charity providing health and social care services in local communities. ‘Ride for Ryder’ is an annual campaign that encourages people to perform their commute in an unconventional mode of transport in return for charitable donations.
Client Objective:In 2010, TAMBA was approached to create a unique viral game to support the campaign. Sue Ryder Care was looking for something that would not only raise awareness with players about Ride for Ryder, but also that would create donation opportunities.
Agency Activity:To ensure that the game would raise awareness, TAMBA created a humorous racing game that was true to the essence of the Ride for Ryder campaign. Players could pick an outlandish mode of transport from a selection that included a tractor, a hot air balloon and a camel! The game’s objectives were to race against time and collect all of the coins on the level. Hitting obstacles such as boulders and sheep deducted valuable seconds from the timer.
Sue Ryder Care also required the creation of donation opportunities, so at the end of the race, the user was given their score as well as the total number of coins they collected in pounds sterling. The game included a function that gave players the opportunity to donate that total to the Ride for Ryder campaign.
Results:Our remit was to raise awareness while creating opportunities for donations to the cause. The game certainly achieved this as 19% of all players clicked through through to the donations page. The game was launched in April 2010 and has been played 3.2 million times by 2.5 million unique users.
Upon launch, Ruth Peters, Head of Events said, “We are just so pleased with the game and can’t wait to watch its success. TAMBA have done an amazing job, they have been a pleasure to work with and I am already thinking of what our next project could possibly be.” Back