Red Door Interactive was awarded a Silver ADDY for its work on behalf of Rubio's Restaurants, the company has announced.
The San Diego AD Club hosted the annual awards, which recognizes and rewards creative excellence in the art of advertising.
“What was exciting about this project is that it brought together team members from multiple disciplines – from strategy and creative to technical and user-experience – to produce a fun game that attracted and engaged consumers,” said Lauren Dougherty, business supervisor at Red Door Interactive. “Not only were we able to generate in-store trials, but the game resulted in 19,000 shares on social networks and via email on the first day it launched.”
The Chase the Taste: The Return of The Original Fish Taco game encouraged players to search through action-packed, illustrated scenes to find The Original Fish Tacos along with other hidden items such as a Rubio’s cook, Ralph, lime wedges and other appetizing accouterments. Participants were tasked to locate all of the objects before time expired. If the game was completed, players were entered into a drawing for a chance to win several prizes, including a $2,500 gift card and several iPads. In addition, every player received a coupon to try The Original Fish Taco.
During the first week, more than 30,000 people played the game, Dougherty said. Additionally, the game’s landing page received 101,469 visits and the play page acquired 68,430 visits. The game was available for play for 42 days.
Read more about marketing, branding and promotions.
User Comments