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NewswireTODAY - /newswire/ -
London, United Kingdom, 2010/06/24 - Cancer Research UK has joined forces with advergame specialists, Matmi, to launch a second branded online game to promote its annual Run 10K events which take place in 22 locations around the UK in September and October this year.
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“Rooftop Raiser” is a free-to-play, three level, online platform game with added viral Facebook functionality.
Last year the charity's first advergame - "Rooftop Runner” - got off to a fast start, achieving 2 million plays in its first month for Cancer Research UK, the world’s leading charity dedicated to beating cancer through research. Natasha Dickinson, head of Run 10K at Cancer Research UK, said that the awareness generated by last year’s advergame had fuelled the charity’s decision to release a second campaign:
“Last year’s Rooftop Runner game really helped us to raise awareness of Run 10K among an important audience for us, and at a key time - the summer months preceding the 2009 Run 10K events. We had no hesitation in asking Matmi to produce a follow-up advergame this year.”
Matmi’s MD, Jeff Coghlan, said the company was delighted to be able to help Cancer Research UK again: “We love working with charities for two reasons. Advergames can get really high returns from a modest investment, and the Facebook notification facility should help to improve that even more. More importantly, the pleasurable experience of playing the game and the extended viewing time vs. traditional advertising strengthens the emotional bond between player and brand.
"Advergames are widely underestimated as branding and business tools," he continued. "Last year’s Rooftop Runner game has achieved over 37 years worth of airtime* for Cancer Research UK.”
* Source: Memecounter. 4.18 million plays to date averaging 4.7 minutes per play.
About the game
“Rooftop Raiser” is a classic, three level platform game designed for all experience levels to reach the widest possible demographic, and features click-thru advertising hoardings to boost traffic to Cancer Research UK’s Run 10K site. It challenges players to collect the most points in the least time, and at the end, players can send Facebook notifications to their friends announcing their score and challenging them to play to beat it – adding to the game’s viral potential significantly.
Choose your male or female character and race ahead to collect coins for points in three of this year’s 22 Run 10K locations; London (level 1), Cardiff (level 2) and Edinburgh (level 3). Familiar landmarks fly by in the 2 minute time limit built into each level, and with a global high score table, you can challenge your friends en route. Be warned; it’s addictive!
About Matmi
Established in 2001, Matmi (matmi.com) specialises in branded entertainment and is a guiding light in the ever-changing landscape of digital marketing.
Experimenting on own-brand releases first – online and on mobile - means we can be first to market for our clients with proven, highly effective and cutting edge digital marketing strategies and tactics.
Socialisation and engagement are the new genre of online advertising and our clients in this field include ASDA, Cancer Research, Comic Relief, EMI Music (Gorillaz, Lily Allen, Iron Maiden), ITV and Vimto Soft Drinks. Find us online (but there’s every chance a piece of our award winning work will find you first). Enjoy.
About Run 10k
Cancer Research UK’s Run 10k, supported by Tesco, is a series of 22 events held across the country this September and October. This year we hope 50,000 men and women will come together to raise £5m to help fund Cancer Research UK’s life saving work.
About Cancer Research UK
- Cancer Research UK (cancerresearchuk.org) is the world’s leading charity dedicated to beating cancer through research.
- The charity’s groundbreaking work into the prevention, diagnosis and treatment of cancer has helped save millions of lives. This work is funded entirely by the public.
- Cancer Research UK has been at the heart of the progress that has already seen survival rates double in the last thirty years.
- Cancer Research UK supports research into all aspects of cancer through the work of more than 4,800 scientists, doctors and nurses.
- Together with its partners and supporters, Cancer Research UK's vision is to beat cancer.
For further information about Cancer Research UK's work or to find out how to support the charity, please call +44(0)20 7121 6699 or visit them online.
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penny[.]matmi.com 
