The Challenge
O2 is the original service carrier for Apple’s iPhone and is the UK’s leading provider of mobile phones and broadband. The brand team wanted to create a through the line campaign which supported their marketing activities, increased subscriptions to their Home Broadband Service and extended their reach into the social market place. Imano were asked to contribute to O2’s campaign by delivering a 3D Augmented Reality game that could be played on the iPhone and joined up to the social networking site Facebook. Difficulties lay in designing an original and innovative game that had to be delivered within the strict timeline of O2’s above the line advertising campaign.
The Strategy
Our aim was to create an exciting and newsworthy 3D Augmented Reality game that engaged iPhone users with O2’s campaign and encouraged them to extend their experience via a Facebook game. The goal of the Great Niggle Nobble was
to capture campaign characters called The Niggles and banish them from our streets by flicking them into O2 stores. The further away the O2 store, the more points the player would win. Players could upload both iPhone and Facebook scores to a global leader board, where they had the opportunity to win a daily cash prize of £250 or, on the last date of the competition, a VIP Safari trip to South Africa To increase playability we added a practice zone and multiple device identification which enabled the AR game to be played on the 3G, 3GS & 4G iPhones.
The Results
The Great Niggle Nobble made it into Apple’s top 20 downloads and attracted over 70,000 Facebook fans. The iPhone app was awarded ‘Best Mobile Site of the day’ by the FWA (Favourite Website Awards) and continues to feature in the top 100 downloaded games.