CASE HISTORY AND SAMPLE CLIPS
Cannes Preview for ToonUps
Using Mom Bloggers and Charity Partnerships To Drive Sign-Ups for a Facebook Game
ToonUps came to The Bohle Company to help drive memberships for their new Facebook game, A Better World.
Our first task was to help create a differentiated positioning for the site. We zeroed in on the fact that the game was about encouraging community members to engage in “do-good” activities, both in the game and in real life. In beta, the game was proving popular with women 25 – 45.
With women’s sites not promoting “games,” per se, we turned our focus to mom bloggers; an audience we have found is very effective in promoting products and services to other women online. We created and implemented a mom blogger program with more than 100 moms, choosing those with high traffic numbers, Facebook pages and Twitter accounts.
We also played stories on several mom blog networking sites.
To continue interest in the game several months after the launch, we suggested ToonUps create an activity for members that emphasized even more the idea of having their members “doing-good” in the real world.
ToonUps selected CURE.org, a non-profit group that raises funds to help children in third world countries receive operations they need to help walk again. ToonUps promised $10,000 would be donated to the charity if the A Better World community reached one million “do-good” acts and reported them within the game by the deadline.
Press coverage for the site included Inside Social Games, Gaming Angels and All Facebook.