The Ultimate Power-up for Hungry Gamers
As part of Mattessons ongoing association with gamers, Saatchi & Saatchi were briefed to continue tapping into the gaming audience with the goal of “making Fridge Raiders to gaming, what popcorn is to film”.
I was briefed to oversee the design of what was initially to just be social assets for the campaign and helped to sell in creating a microsite, where I lead a team of Visual and UX Designers, and worked closely with Planners, Creatives, Developers and Copywriters.
This was Saatchi & Saatchi’s first brief that started as digital only and grew to include above the line, and saw the launch of the world’s first artificially intelligent snacking and gaming robot co-created by the gaming community.
Crack The Code
We created F.R.H.A.N.K., a gaming robot that would live with celebrity gamer Ali-A, and be the ultimate gaming buddy whilst also powering up Ali-A with Fridge Raiders.
The campaign launched with a mysterious glowing cube being dropped in Ali-A’s garden which could only be opened with a code. Ali-A’s fans were pointed to a website with daily puzzles over the course of seven days. Once all the codes were cracked, gamers could download a custom Minecraft world featuring a giant version of the cube. After they cracked the digital cube, the physical cube opened to reveal F.R.H.A.N.K., an artificially intelligent robot which would learn from the gaming community.
This phase of the campaign was very agile with daily brainstorms being help to adapt our digital clues to the fans social reactions.
We received 1.5 million social interactions from fans during this phase of the campaign, with fans even trying to hack the site to crack the codes faster, with the microsite received 1 million unique visitors in just one week, and 15 pages of community YouTube solutions to help the gaming community work together to help solve the codes and unlock the box.
Creating the Ultimate Snacking and Gaming Buddy
The second phase of the campaign was the launch of the microsite where F.R.H.A.N.K. would learn from the gaming community – from new vocabulary to emotions, and even designing an arm for F.R.H.A.N.K. The site also included a competition section to win gaming swag with on-pack promotions on Fridge Raiders.
We held stakeholder workshops during our UX phase to map out site structure, content hierarchy and core site functionality.
User interviews were conducted to understand the target demographic better, with wireframes being user tested and reiterated before moving into visual design.
We were ambitious with what we wanted to achieve with hard deadlines in place as each section of the microsite unlocked so was hands-on with both parts of the design process.
Powering-up Fridge Raiders
The campaign came to a close with F.R.H.A.N.K. have learnt how to be the ultimate gaming beast, and competition winners attending a gaming session with both Ali-A and F.R.H.A.N.K.
The campaign’s films were viewed over 3.2m times on YouTube and there was an increase of Facebook fans by 5k.
More than 15,000 ideas were submitted for the co-creation competition and 328,000 new words and phrases were taught by his legion of fans (those that made it through moderation) on the microsite. The site received 2.5 million page visitors, had 4.25k page views, had 65% of repeat visits.
F.R.H.A.N.K. also powered-up the consumption of Fridge Raiders with the campaign achieving a 20% uplift in sales for the brand.
