Boost Juice continues to lead in the digital world to engage and reward fans, with the launch of the juice bar’s first gamification app Free the Fruit this week.
Free the Fruit is the first branded game Boost Juice has released, 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.
The game is cheeky in nature and asks of users to help Mango-Man free the fruit from Boost Juice stores around Australia. 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.
And if you can make it to the end and save all the fruit, Janine Allis (founder of Boost) will be waiting for you!
Boost Juice’s head of digital, Christian McGilloway said, “In Australia over 12 per cent of the time on smartphones is on mobile gaming. 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.”
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.
“Unlike a traditional marketing methods like a TVC, we can engage audience’s 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,” said Monte.
The game carries up to $3 million Boost Juice vouchers; up for grabs to those willing to make the ultimate sacrifice and blend the fruit they have saved.
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