Golden Choccie Pikelets 'Mr Golden Goes Choccie Mad'
When George Weston Foods, Australia, launched their limited edition Golden Choccie Pikelets (ready made mini-pancakes), they wanted to engage their target market with a strategy that would provide cut-through to their target market of kids 5-12.
The Brief
The Golden brand is the market leader in the crumpet category in Australia. Leveraging this market awareness into their pikelets product, George Weston Foods released the special edition ‘Choccie’ flavour was available for 3 months.
The brief was to raise awareness of the new product, drive sales into major retailers and increase awareness of the Golden brand generally amongst the kids target market.
The Solution
3RD sense developed an online destination, featuring a game ‘Mr Golden Goes Choccie Mad’. At golden.com.au, players could find out about Choccie Pikelets, get recipes, find out about promotions running in major retailers, see the TV ads and, of course, play the game.
Players had to guide ‘Mr Golden’, the central brand character, through a series of challenges, carrying as many pikelets as possible to reach the hungry kids at the end of each level. To encourage kids to visit the other sections of the site, the game also featured a ‘power-up’ function. Players could find special codes dotted throughout the site and enter them in while playing.
In return, the player received more points or more time to complete tasks. 
Scoreboards were an important part of the site, allowing players to compare their performance with other players and encouraging them to keep playing to get a higher score.
Promoted on the subscription TV channels, Nickelodeon and Fox8, the game was featured in a TV spot and online advertising that drove viewers directly to golden.com.au to play the game.
Results
- During the 4 week period of the campaign, the game was played over 100,000 times
- Over 80% of game players were in the target of kids 5-12
- Average game play period was over 10 minutes per session
- Over x players registered their details on the site and more than x scores were posted
- The secret codes were also a great success with over x codes entered, demonstrating that players visited other parts of the site.
Visit www.golden.com.au to see the site and have a play.
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