A rare adventure for Factor 3 into the heady world of FMCG, with the comically compelling Eyetoons – a name-that-tune cartoon game.
Ginger Fox, a game development company based in Cheltenham (who knew?) approached us to help them launch Eyetoons the board game, with a brief to engage potential stockists and end customers.
Time and budget were tight, helping to dictate a digital focus to the planned activity, based around a microsite landing page, PPC and social media.
Engaged early in the process, we were able to not only contribute to a launch strategy but to the game itself, putting forward the ‘play that toon’ tagline, the idea of making the game board resemble a vinyl record and the playthattoon URL.
The immediacy of the Eyetoons concept, summed up by ‘crack the toon – name that tune’ was at the heart of a simple, fun web presence, supported by email, competitions, social and PPC. Social media contributed towards 66% of new users to the website, PPC recorded high click rates and average position was strong relative to spend in the 3-month run-up to Christmas.
Whilst it’s a truism that not everything that can be counted counts and not everything that counts can be counted, the game is now stocked in a wide range of outlets including Selfridges, Amazon, Debenhams and Firebox.