Boost Juice launches new ‘Free the Fruit’ gamification app via Retail Zoo and Millipede
Boost Juice via Zoo Retail and Millipede has released its first branded game called ‘Free the Fruit’.
Free the Fruit is designed to engage with the brands core audience on a new platform, rewarding players with free smoothies and discounts and driving foot traffic over the campaign period.
The game has been a huge success sitting as the number one free game in the Australian App store since the second day of its launch and achieving more than 6 million minutes of mobile game play.
Says Christian McGilloway, head of digital, Boost Juice: “In Australia over Nielsen research shows us 12% of the time on smartphones is on games. We wanted to create an app would allow us to engage with our customers on a different platform and reward them for this engagement.
“Boost Juice is known for its cheeky nature, so bringing this to life with a game like Free the Fruit seemed only natural. What better way to help bring awareness and noise to the brand then creating a game that brings to life the heroes of our smoothies… the fruit.
“I have to admit we were a bit worried when we started animating our founder Janine Allis as a super villain battling a giant mango and blending cute fruit, but given the success of Sony’s new Sausage Party trailer, we knew we were onto a winner.”
The game is cheeky in nature and asks of users to help Mango-Man free the fruit from Boost Juice stores around Australia. Along the way Mango-Man meets fruit-nappers like Ally Berry Bang (the Boostie) who are there to stop him from stealing the fruit Boost Juice needs to make the smoothies for its customers. After rescuing a minimum number of fruit players must then make the moral decision keeping the recused fruit or blending them to a horrible death for a free prize.
By engaging Millipede (known for its work on Dumb Ways to Die 2) as the production partner, the Free the Fruit game was born and promises to keep users entertained for hours.
Millipede founder, Wil Monte said the biggest challenge when creating a game for a brand is ensuring the user does not feel like they are being overly advertised to.
Says Monte: “Unlike a traditional marketing methods like a TVC, we can engage audiences for much longer sessions, more frequently and on the player’s terms, which means even just a little bit of branding, can go a really long way.
The game carries up to $3 million Boost Juice vouchers for those willing to make the ultimate sacrifice and blend the fruit they have saved.
Free the Fruit is available to download now in the Google Play and Apple App stores with the offers available until the 22nd May.