Community Launches CAA’s Game of Life
Community is excited to announce the official launch of CAA’s Game of Life! The game was produced with HTML5 + CSS3, in conjunction with CAA South Central Ontario and integrates key retailers which are CAA partners. Since the contest is open to both CAA members and non-members the digital activation builds brand loyalty with CAA’s current customer base while also works as a membership acquisition driver. In it’s third year, the game offers a multitude of new activities in mini game format to engage users and increase play frequency. Each game provides interactive education, as expected by technological natives to the player while also incentivising play through entries and points. Points are exchangeable for additional grand prize entries. The game’s main marketing focus is to communicate where a CAA membership can take you in life.
Players can login in via Facebook connect which enhances the social amplification of the game. Players are invited to create their own avatar, choose their own car and plug in their CAA membership number at sign up. The grand prize winner will have the luxury of choosing between Florida family fun, a Northern Europe Cruise or a signature trip to Argentina. Additionally, there are over $35,000 in instant prizes available to be won from CAA partners! Players are encouraged to participate daily as it increases their chances of winning while learning about the benefits of CAA membership. Daily prize winners are celebrated via a leader board which shows their custom avatar that they created at initial login. This gamification layer provides additional player incentive to continue playing in order to maintain or increase their ranking.
The official game hashtag is #CAAGOL and from the looks of the below, players are loving CAA’s Game of Life! The branded hashtag has already achieved 1.8 million impressions from 339 Twitter mentions by 216 users in just under a week.
— Sharon Mendelaoui (@DreamTravelMag) October 1, 2014
— Frugal Mom Eh! (@ElizabethL) October 1, 2014
— Loukia (@MrsLoulou) October 1, 2014
The social media traction can be summed up by the below WordCloud detailing key entities associated with the branded hashtag:
Additional technical specs of the game include a timed daytime and night time board versions, integrated Weather pull via API, CMS integration, pop up images and analytics. Community delivered creative in the form of 3D rendered boards to house new branded buildings which highlighted over ten sponsors. Sponsors were also rewarded with their own branded mini games. Play today on desktop or mobile devices and follow CAA SCO on Facebook and Twitter for easter egg clues and keep an eye out for our custom holiday board versions.