RealRunner, London Marathon and British Heart Foundation: Strategy, design and game development
Building on their past success with microsites and online games, Ichameleon has created the Flora London Marathon game.
This fun and addictive game has been created to:
- Promote Flora London Marathon, Realrunner.com and the British Heart Foundation
- Build an opt-in email database
- Be an effective viral marketing tool
- Drive traffic to the sponsors' websites
The game has been designed to appeal specifically to runners who may wish to participate in this year's Flora London Marathon on their own behalf or for a charity. The game is simple to understand but not so easy to master as players compete to win exciting prizes.
Ichameleon monitors the database throughout the lifetime of the game and makes ongoing suggestions to improve results. Promotions of this type rely on good strategy and design coupled with an understanding of what is appropriate for the audience.
