Napapijri - Using viral games to build online audience
This case shows how online games can grow awareness and audience while engaging targets and reinforcing brand values.
Napapijri hired Duffy Agency in Malmö, Sweden, to help them use social media more strategically in an effort to accelerate brand awareness and develop their online audience.
My contribution to the project:
graphic design social media planning
Duffy Agency began a program of regular content and social media marketing activity. It was punctuated by two major digital campaigns each year timed around the launch of their Spring/Summer and Fall/Winter collections. The SEARCH PARTY campaign was one such campaign. It was run across 14 countries and centered around an online game that Duffy Agency developed for the brand.The premise of the game was that, during the last photo shoot in Iceland, the crew left three bags of clothing behind by mistake. Players were asked to create a SEARCH PARTY with their Facebook friends and, over a three-week period, use an interactive map to find each of the three bags, based on clues provided. The person who was first to locate a bag would win the bag it and its contents. And, one of the winners would also win a trip for four to Iceland.
IMPACT
10 MILLION+ Impressions
40,000+ New Facebook followers
30,000+ Visitors to the game
100% Increase rate newsletter signups
27% Increase in global audience