Exterion Media UK’S Look For Londer 2 Game Reached 10.6 Million People
Exterion Media UK recently announced the success of its second highly addictive Look for Longer campaign. This year members of the public were invited to provide their own London Underground station clue ideas to create the final image. The game, which appeared on 65 large ‘Look for Longer’ posters in 45 major London Underground stations, proved just as addictive as its predecessor, inspiring 6,124,726 guesses in just four weeks (31st October – 28th November.) The lookforlonger website received 314,896 visits from 165 countries around the world, with users spending on average 44 minutes on the site.
Almost one in five players began trying to identify the London Underground stations from the clues after seeing a 48 Sheet advert on the Underground, and nearly half (41 percent) as a result of word of mouth. 28 percent heard about the game through social media, and 36 percent chose to play through their mobile phones. The game was tweeted about more than 10,800 times, reaching over 10.6 million people. Furthermore, 28 percent of all referral traffic to the Look for Longer site came from either Facebook or Twitter.
This year the game was harder than ever with 100 station clues, making the task of scoring full marks even tougher. Despite this, more than 5,000 people found all 100 answers and made it into the exclusive #100club on Twitter and were featured on the #100club page.
“Given the success of the first Look for Longer game we knew the second instalment had to be even bigger and better. Naturally we wanted to generate curiosity, intrigue and interaction and move Look for Longer on in terms of player participation so the crowdsourcing element was a great way to kick off this year’s campaign.” says Simon Harrington, Marketing Director at Exterion Media UK. “It’s clear from the results that Look for Longer 2 benefited from the combination of traditional outdoor advertising and powerful social media buzz. It is a great example of what can be achieved with a highly interactive campaign that includes a strong call-to-action and enables people to share content and compete with each other online. We’ve been delighted with the results.”
Via: Outdoor Media Centre