Cannes Lions

MULTIPLAYER LEARNING GAME

UNIVERSAL McCANN, Frankfurt / MICROSOFT / 2009

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Overview

Entries

Credits

Overview

Execution

We cast our computer-literate teens as secret agents on a mission. Disguised as IT support they had to solve staff problems to maintain their cover. All queries were designed to reflect the knowledge required to pass the IT Fitness test.Once players had successfully completed the first stage they were allowed to compete against each other, with a top scores page encouraging repeat plays.Agent Attack IT was integrated into social network and messenger platforms including SchuelerVZ – the community for school pupils –and Facebook.

It was Germany’s first real-time multiplayer Facebook application.A trailer for the game was seeded on leading video platforms such as YouTube and MSN Video to build anticipation of the release.Fifty influential beta-testers were recruited to help fine tune Agent Attack IT and spreading the word to their friends.

Outcome

On the night of release Agent Attack IT attracted 1,000 players. In six weeks we attracted more than 21,000 players more than 3,200 had taken an IT fitness test. The trailer was viewed 12,500 times.Total cost per test was just €8.87, 63% lower than previous conventional IT Fitness campaigns.The whole campaign reached more than 5.4m unique users.

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