Microsoft game: 'The Kitty Caper'
Winner of IMAA, BIMA and NMA
PROBLEM
Google is king of search. But our mission was to steal the crown for MSN Search. So how did we persuade game-loving youths to switch allegiance to Bing’s predecessor?
SOLVED
We came up with a super-addictive game curiously reminiscent of Cluedo.
RESULTS:
· 60,000 downloads of MSN Search Toolbar in the first two weeks (target was 20,000)
· Over 160,00 registered for the prize draw
· 136,442 games played
· Game play was, on average, 146 minutes – with each user playing 2.3 games
