2011 Sammy Award Finalist, Best Branded Social Game: Hands-On Entertainment
Best Branded Social Game: Hands-On Entertainment
Agency: MPRM Communications Brand: http://www.handson.com Executives Involved in The Campaign: Judy Wade, President and CEO David McCaman, VP of Marketing JJ Lechleiter, VP of Product Alec Sadewhite, VP of Finance and Analytics Christine Giovanacci, VP of Engineering Campaign Brief: Objective: In 2010, World Poker Tour, one of the most recognizable poker brands in the world was looking to integrate the WPT brand into the social games sphere and expand it suite of WPT-branded games by providing a social media interactive poker experience to advanced Texas Hold ‘Em poker players as well as beginners looking for a simple, fun way to play poker with their friends. Strategy: An Original, WPT-Branded Social Game- WPT decided to partner with Hands-On Entertainment, an award-winning developer and publisher of mobile and social games, to create an original branded social game on Facebook. Leveraging its established expertise in developing and publishing quality social gaming, Hands-On Entertainment created Texas Hold ’Em Poker game on Facebook (www.facebook.com/playwpt), an original branded social game that enabled WPT to extend its consumer reach on the Facebook platform while capitalizing on its already-existing/already-engaged online fan base. Also, and in order to help WPT further increase customer acquisition, retention and engagement by rewarding players, HOE and WPT have created successful promotional giveaways on Facebook that integrate both branded virtual goods and real-world benefits into a seamless experience. Case in point, Texas Hold ‘Em Poker game on Facebook has been consistently offering Facebook users real-world, WPT-branded prizes – from a chance to win a seven-day exotic Caribbean cruise on a World Poker Tour branded Amateur Poker League cruise or two seats to the WPT Champions Boot Camp at the Golden Nugget Las Vegas in 2010, to promotional giveaways offering an All-Access VIP Pass and prize pack for two to the WPT World Championship at the Bellagio in Las Vegas, which included lunch with the WPT “Royal Flush Girls” (WPT brand ambassadors) and a meet-n-greet with WPT commentator Mike Sexton. Results: WPT Texas Hold ‘Em on Facebook has developed into one of the prime social media destinations for both poker experts and casual gamers alike—the game has over 480,000 active users and a rating of 4.5 out of 5 stars. Nearly 3 million fans have played the game so far and the numbers keep growing. Link to Your Creative Materials: http://www.facebook.com/playwpt |
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