Challenge
This Easter, Sainsbury’s, the UK’s second largest supermarket, helped the nation embrace their inner child with their ‘Never Growing Up’ campaign - part of their big brand idea ‘Live Well for Less’. We were challenged to spread that message online with a shareable and engaging digital experience that would get Sainsbury’s front of mind on the second biggest food retail event of the year.
Solution
Leverage the playful populist Snapchat platform to launch a truly fun, and addictive, mobile game for all ages.
Activity
Introducing Egg Roller - a simple game based around the idiosyncratically British pastime of rolling eggs down a hill to celebrate Easter (because why wouldn’t you do that?)
We took this tradition and gamified it: dodge the obstacles, hit the boosts and see how far you can roll your egg.
Built in collaboration with Unit9, this was not your average infinite-runner game. Our ‘infinite-roller’ used your mobile device’s in-built gyroscopic tech to allow you to control the movement of an egg rolling down a hill by simply tilting your phone.
You simply had to swipe up to enter the game and get playing. When you’d had enough (which was basically never) you could share it with a friend and challenge them to beat your score.
To get the game in front of as many people as possible, we created a short call-to-action video that was served to Snapchat users as a Snap Ad.
Snapchat was the ideal place to launch the game and reach the audience, with a broad and diverse audience turning to the platform for a bit of light-hearted fun over the Easter Weekend. The game was also promoted through other social channels and even in store using Snapcodes - creating as many ways to discover it as possible.
Result
Egg Roller, Sainsbury’s first Snapchat game, saw 14.5 million impressions with a reach of over 6 million people. The game racked up 928 hours of total gameplay - that’s 38 days! Our cost per swipe from the Snap Ad came in at 44p, well under the benchmarked 75p showing we grabbed Snapchat users attention with our creative. The average gameplay time of 28.34 seconds eclipsed the 15-20 second benchmark, which shows just how fun the game was to play.
Eggcellent…
