Best Use of Game Mechanics (Gamification) in a Social Media Campaign← Go back to category
CENTURY 21 BUYS REAL ESTATE IN NGMOCO’S WE CITY
About this entry
In conjunction with appssavvy, Century 21 and Mullen identified an opportunity to reach today’s social and mobile homebuyers in a unique and engaging way - by purchasing virtual real estate in one of the most popular mobile games, ngmoco’s We City. The nature of the game, building and maintaining your own city, was a natural fit for the brand.
The case for why this entry should win a Shorty
We created 3 branded structures: a real estate office, modern home and skyscraper, which We City users could incorporate into their city, allowing them to earn virtual “profits” and advance within the game. Players could earn additional virtual coins by watching a 30-second ad from the brand’s new marketing campaign.
The just over three-week campaign generated awareness and interaction on a massive scale. We City players placed more than 401,000 CENTURY 21 branded structures into their cities. More notably, each player placed 4.32 CENTURY 21 structures on average, which means that players not only interacted with the three free structures, but went back into the We City virtual goods store and spent their own in-game currency to purchase and place more branded buildings, which speaks to the popularity of the campaign. After engaging and earning a CENTURY 21 structure, players had the opportunity to view an online video ad from CENTURY 21’s “Smarter. Bolder. Faster.” marketing campaign. Players opted-in to view the video nearly 302,000 times and, more notably, did so with a click-through-rate of more than 93 percent.
The campaign itself also generated tremendous media attention, including 29 media placements resulting in 74,048,596 coverage impressions, in publications such as The Wall Street Journal, Forbes.com, Mashable and PRWeek.