Who is she? Where does she come from? To launch the game for Wooga, we brought Alice to life and sprang a surprise on a small group of key opinion formers.
Wooga is the 5th biggest mobile and social games developer in the world and the creator of hit games like Jelly Splash and Pearl's Peril. As part of the launch of their newest game, Agent Alice, Wooga wanted to target to key influencers at Google, Apple, Facebook as well as industry bloggers and journalists. These people are confronted with a multitude of game launches each year, so we needed to do something really special to grab – and hold onto – their attention.
Our idea was to ‘recruit’ our audience into the glamorous world of Agent Alice. We sent out spy cameras with a personalised video message from Agent Alice herself asking our influencers to join her on a mystery mission.
On the day of the event, we picked up each of our guests in a vintage car and dropped them off at a secret location where they got to play a 1950s-themed game. We separated our influential media guests in small teams and locked them in a room for 60 minutes; their only hope of getting out was to solve a murder. Once they did, they were recruited to join Agent Alice's team, given a personalised badge and whisked off to a 1950s-themed cocktail bar to celebrate.
A few days later each of our ‘agents’ received copies of surveillance photos taken during the event along with a bespoke Agent Alice bottle of gin. They were also directed online to view more images from the day and download the game within the same site.
Agent Alice set a new download record for Wooga. It hit a milestone of 3 million downloads in just 4 days, with an ongoing sales rate of 800,000 per day.
“We worked together with Red Bee to create a special experience for press and partners to accompany the launch of our game Agent Alice. It was a great pleasure to work with the Red Bee team and our guests were stoked by what had been prepared for them. Seeing the big picture coming together and all the love that has been put into every little detail made the event really special for everyone. Thank you!”
Maike Steinweller, Events and Conferences Manager, Wooga
A personalised video-message from Agent Alice herself, delivered via an enticing spy-cam package.
A real-life escape mission. Locked in a room, our influencer audience had 60 minutes the find the clues, crack the code and break free.
We created a personalised reminder of the day by sending the players ‘spy-shots’ of them in action, caught unaware.