CASE STUDY: Lego Minifigures perform a takeover of Miniclip
Provided by Sunchaser media
A 'Showcase Takeover' solution consisting of a full page skin with clickable header unit, rich centre panel and companion MPU.
What was the Challenge / Background of the Campaign?
Carat UK approached Sunchaser media in order to help them to promote the launch of Lego Minifigures Series 6 to their core demographic of boys aged 8-10. The main objectives of the campaign were to drive engagement within this group and build awareness of the 16 different characters created within Series 5. In order to achieve this we recommended they employ a 'Showcase Takeover' of the 'Action' and 'Sports' category homepages within Miniclip, the leading online games, site for four weeks. This was a media first.
What was the Campaign Objective?
To drive engagement within this group and build awareness of the 16 different characters created within Series 5.
What was the Solution?
Our 'Showcase Takeover' solution consists of a full page skin with clickable header unit, a rich media centre screen panel and companion MPU. When a user hovers on a character within the showcase it jumps forward and, if clicked, moves to a more prominent position. The user then selects another character to find out about them or clicks on 'See More', directing the user straight to the clients site. The companion MPU was designed to showcase the range of characters available. Users can quickly navigate through the characters, which were set to rotate every few seconds.
What were the Results?
Results (only generic numbers can be provided regarding this campaign). Interaction Rates of 16%+ were recorded with an average dwell time on the page of 25 seconds+. The number of visitors to the clients site increased by 30,000+ during the four weeks of our campaign. Based on this performance we saw a significant upweight from the agency during a second burst of the campaign.
What were the Key Learnings of this Campaign?
Miniclip is the world's largest casual gaming website with over 70,000,000 uniques worldwide, and circa 6m in the UK. Miniclip has three key audience categories: 1. Kids & Tweens, 2. 16-24s, 3. Mums & Dads (35-54s). SunChaser are working with Miniclip to evolve their ad solutions for brands to better engage with their target audiences. 2011 will be an exciting year for Miniclip with more opportunities than ever before.