Digital engagement agency Kerb has been commissioned to develop a content-led online advertising campaign for new European games portal alaplaya, to help raise awareness of its service and drive traffic to the website.
alaplaya is focused on delivering Massively Multiplayer Online Games (MMOGs) to its online community for free. The Europe-wide gaming portal is licensed by Burda:ic GmbH, the online PC games subsidiary of Hubert Burda Media.
The brand-building campaign produced by Kerb centres on a Flash-based game called Pa doink, where the player attempts to move a ball-like being around a world that has recognisable but innovative physics, solving puzzles along the way.
At the end of each level in the game, there is an opportunity to click through to the alaplaya site and join the fast-growing community of players, which has seen more than 250,000 sign-ups since launch last October.
Pa doink is aimed at alaplaya’s main target audience of young people between the ages of 12 and 29 – a demographic that Kerb has a wealth of experience in producing engaging content for. The viral element of the game has been designed to attract people to alaplaya’s vibrant online community from all over Europe.
Jim McNiven, Managing Director of Kerb comments: “This is a great game to play because it has that fine balance between playability and total frustration. It’s also more challenging as you progress through the levels. The team has really enjoyed developing a game targeted for an online games site that mixes free and subscription play.”
Achim Kaspers, VP Marketing at Burda:ic added, “alaplaya is a fast-growing multiplayer games portalthat appeals to a wide range of gamers through the free games on offer. Kerb has delivered a game that’s great to play, challenging and visually appealing – just like the portal – so it fits perfectly with the type of players we want to sign up and become part of the wider alaplaya community.”
Kerb is a digital engagement agency connecting digital advertising with entertainment and brand experience, with offices in the UK and Japan.
The award-winning agency is redefining traditional online advertising through promoting exciting content that audiences want to engage with and share.
It combines design and technical expertise with strategic consultancy to deliver highly engaging online advertising campaigns for leading brands including Sony PlayStation 3, Disney, Pepsi, BBC, EA Games, Nokia, Vodafone, Orange, Sky, Channel 4, Five, Lego and Easy Group.
BURDA:IC operates and markets leading PC Online Games on a European scale. With over 1 Million registered users across its various games, Burda:ic targets the core gamer as well as opens the world of games to a mainstream audience. With branded licenses like Ragnarok Online, Florensia and Hello Kitty Online as well as its innovative online games portal alaplaya.eu, Burda:ic is well positioned in the gaming industry to reach out to young target groups.