CALIFORNIA – THE GAME by SapientNitro Miami for CALIFORNIA TRAVEL & TOURISM COMMISSION

CALIFORNIA – THE GAME

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Industry Games, Transport, travel & tourism
Media Design & Branding
Market United States
Agency SapientNitro Miami
Associate Creative Director Andrew Van Hook, Jon Jackson
Copywriter Todd Murphy, Dave Cohen
Designer Rebecca Reuben, Giselle Hernandez - Web
Illustrator Rob Magiera
Released May 2010

Credits & Description

Category: Online Digital Design
Advertiser: CALIFORNIA TRAVEL & TOURISM COMMISSION
Product/Service: ONLINE GAME
Agency: SAPIENTNITRO
Date of First Appearance: May 1 2010
Entrant Company: SAPIENTNITRO, Miami, USA
Entry URL: http://www.sapient.com/CTTC/
Vice President Creative: Anthony Yell (SapientNitro)
Associate Creative Director: Andrew Van Hook (SapientNitro)
Associate Creative Director: Jon Jackson (SapientNitro)
Copywriter: Todd Murphy (SapientNitro)
Copywriter: Dave Cohen (SapientNitro)
Designer: Giselle Hernandez (SapientNitro)
Designer: Rebecca Reuben (SapientNitro)
Illustrator: Rob Magiera (SapientNitro)
Account Executive: Marisa Engel (SapientNitro)
Project Manager: Laina Shwartz (SapientNitro)
Information Architect: Gilles Berube (SapientNitro)
Flash Developer: Casey Klebba (SapientNitro)
Media: Brian Bernard (SapientNitro)
Media: Evan Andrews (SapientNitro)
Media Ops: Desiree Bejarano (SapientNitro)
Traffic: Jose Perada (SapientNitro)
Media placement: URL - Online - 1 May 2010
Media placement: Presentation Board - Mailed To Cannes Office - 21 March 2010

Describe the brief from the client
California Tourism wanted to promote California to travellers online, educate them about different destinations in the State, and build a database of travelers for future CRM efforts.

Describe the challenges and key objectives
California wanted people online to watch their television ad and visit their website. Unfortunately, that rarely works. So we had to find a way to grab people’s interest, give them a reason to watch the television spot, and lead them to content on the website. We also had to do it all online – without any offline advertising support.

Describe how you arrived at the final design
The California Game is a classic board game with multimedia challenges on wildlife, wine pairings and Frank Sinatra. Players tour the Golden State, visit iconic landmarks, and gather interesting facts as they go. Players can send a postcard from The California Game to friends on Facebook and earn an extra entry by inviting friends to play the game. A deluxe getaway to California was incorporated as a grand prize, and a players total is converted into entries. The game is a platform that accommodates sponsored partner Southwest Airlines, international versions, and can be updated with new challenge questions for future versions.

Give some indication of how successful the outcome was in the market
The results of our first promotion were incredible. In just 6 weeks, 347,000 travellers played the game and 32% registered. And each visitor averaged 9 minutes with the game!