Specsavers becomes latest brand to adopt gamification
Specsavers is rolling out an online game to increase the "reach and shelf-life" of its "sauna" TV ads starring celebrity chef Gordon Ramsay.
Specsavers' "angry chef" online game will be accompanied by an MSN homepage takeover on 12 March. It will subsequently be available to play via Specsavers' Facebook page.
The game, created by the brand's in-house advertising department Specsavers Creative, features a man who mistakes a kitchen for a sauna and is chased through a hotel by an angry chef.
Graham Daldry, creative director at Specsavers Creative, said: "Gamification gives our memorable TV commercials life beyond the TV screen while providing an entertaining and highly effective way for consumers to engage with our popular advertising."
The MSN takeover will see the homepage covered in steam as a man in a towel walks across the screen, with the steam then clearing to reveal the "naked hero" with only a "call to action" button covering his modesty.
Viewers can click on the button to play the "sauna" TV ad and launch the "angry chef" game.
During the game players have to jump over obstacles, pick up items and avoid food being thrown at them by the angry chef as they try to reach the safety of the sauna.
Specsavers will seek to encourage competition by allowing Facebook users to share their score with friends.
Follow Matthew Chapman at @mattchapmanUK
This article was first published on marketingmagazine.co.uk
- Marketing Manager Fidelity Worldwide Investment Dependent on Experience, Surrey
- Senior Digital Account Executive - £34K Ultimate Asset £30000 - £34000 per annum, London
- Product Marketing Executive Blue Skies Marketing Recruitment £25000 - £28000 per annum, Benefits: healthcare, bonus, product discount, Nottingham
- Digital Marketing Executive Direct Recruitment £30,000, London (Greater)
- Senior Broadcast Buyer - Leading Gaming & Confectionery Clients Ultimate Asset £28000 - £32000 per annum + Benefits + Great Agency Culture, City of London
- HSBC uses emotive ad to relaunch bank account on Christmas Day
- Tetley launches ad with Tea Folk in middle of medieval battle
- Virgin Holidays encourages customers to 'flaunt it' in Christmas Day ad
- Top 10 most-viewed The Work
- US holiday campaign round-up 2014
- 'Creative' RFI requests are getting out of control