Viral campaign Apartment 13 for OCR wins the 2010 Drum Marketing Award for Digital Strategy
Objective:
OCR is the UK’s second largest examining body. We were approached by them to create a campaign that would raise awareness about potential course options with upcoming GCSE students. We needed to produce something interactive and entertaining that the students would want to engage with and also share with their friends.
Activity:
Due to the creation of the OCR National qualification in Forensic Science we developed the idea of a crime scene scenario that users could investigate. Apartment 13 sees players investigating the scene of a murder. They must collect evidence and investigate their way to the courtroom to identify the culprit.
We wanted to make sure that the game would appeal to this young web-savvy audience and to achieve this we presented the game in a light hearted manner using hand-drawn, cartoon style illustrations. Our creative process for this included a lot of research into the demographic and their interests.
Click to view:
Apartment 13 game
Results:
Since launch, this viral campaign has been played 4.6 million times by 3.9 million unique users. The majority of people that have played the game shared it with at least 1 other person. This level of efficiency won TAMBA the Drum Marketing Award for Best Digital Strategy in 2010.
- Our tweets >
- @Abigail_Hall It was a fantastic evening, thanks so much. I had a ball even though Barry likes to stick his oar in!
(about 19 hours ago) - I'm at Reece Associates click here
(about 23 hours ago) - I'm at City Café (1 Brunswick Sq, Birmingham) click here
(about 1 day ago)
