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The Challenge
- Convince broadband enabled consumers to make aol.com their home page.
The Solution
- Demonstrate the depth and breadth of content by creating a game that encouraged visitation across multiple "destinations" on aol.com.
- Create multiple game play versions to reinforce the various content.
- Prompt registration by placing announcement on the home page.
- Drive maximum game plays by including daily reminder emails to registrants.
- Reward registrants with additional chances to win in exchange for recommending friends (via tell a friend Emails) to change their home page.
The Results
- The game generated over 1.3 million game plays and over 200,000 consumers made aol.com their home page.
- Overall page views across the multiple aol.com destinations increased by 20+%.
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