University of Salford - Digital Marketing
Following a pitch, Katapult were contracted to develop a digital media campaign for the University of Salford as part of its recruitment drive for 2008.
Following research and development, a campaign was built around ‘Curious’, a game that reinforces the University’s ‘Limitless Possibilities’ brand positioning and follows its executional guidelines for look & feel. As well as the name of the game, ‘Curious’ is the name of the lead character who players have to guide through a series of levels. Drawing on elements that have featured in the University’s strong visual brand campaign, the game features obstacles and puzzles that Curious – controlled by the player - must successfully negotiate to find a series of keys that unlock limitless possibilities.
As well as having a strong viral appeal, the game was also structured in such a way to drive interaction – and thus engagement with the University brand – amongst players using social networking tools. Seeding and tracking were put in place to drive distribution and measure response.
To date, the game has received over 1.6 million unique users and has generated a 49% click through rate, driving traffic to the University of Salford website. The game has also achieved exposure for the brand in key international markets as well as in the UK. Katapult engaged and managed a number of specialist delivery partners in the development of the game ensuring its delivery on the agreed live date of 1st October.
Katapult won Best Digital Media Strategy at the 2008 DADI awards for The Drum magazine.
Here are some key statistics and feedback from the digital campaigns launch....
Metrics & Stats
Between October 2007 and January 2008, the game attracted over 500,000 visits from all over the world. 24% of traffic was UK-based with significant click throughs from the game to the Salford website.
Significantly average viewing time for the game was 12.37 minutes – a fantastic result particularly with regard to brand interaction.
Visits
Total visits: 527,154
Unique visits: 420,462
Return rate: 20%
Average viewing time: 12.37 minutes
Click throughs
Click through rate: 49%
Clicks from game to Campaign Website: 178,907
Traffic to www.salford.ac.uk from Campaign website
4,175 visits of which 91.33% were new visits
Reaction & Feedback
The game has garnered overwhelmingly positive reaction from game players, prospective students, teachers and other influencers. Here’s a selection:
“This was pretty good. I mean, it's an obvious advertisement for your college, but its a great ad!
If I was in the UK, I might actually consider visiting Salford.”
“Brilliant and university just local from were I live.”
“I live in Salford! I'm deciding what uni to go to also so this is very convincing if you do this sort of stuff...”
“…that game had me hooked completed it in 2hrs”
“more curious games from The University of Salford, Please!”
Following research and development, a campaign was built around ‘Curious’, a game that reinforces the University’s ‘Limitless Possibilities’ brand positioning and follows its executional guidelines for look & feel. As well as the name of the game, ‘Curious’ is the name of the lead character who players have to guide through a series of levels. Drawing on elements that have featured in the University’s strong visual brand campaign, the game features obstacles and puzzles that Curious – controlled by the player - must successfully negotiate to find a series of keys that unlock limitless possibilities.
As well as having a strong viral appeal, the game was also structured in such a way to drive interaction – and thus engagement with the University brand – amongst players using social networking tools. Seeding and tracking were put in place to drive distribution and measure response.
To date, the game has received over 1.6 million unique users and has generated a 49% click through rate, driving traffic to the University of Salford website. The game has also achieved exposure for the brand in key international markets as well as in the UK. Katapult engaged and managed a number of specialist delivery partners in the development of the game ensuring its delivery on the agreed live date of 1st October.
Katapult won Best Digital Media Strategy at the 2008 DADI awards for The Drum magazine.
Here are some key statistics and feedback from the digital campaigns launch....
Metrics & Stats
Between October 2007 and January 2008, the game attracted over 500,000 visits from all over the world. 24% of traffic was UK-based with significant click throughs from the game to the Salford website.
Significantly average viewing time for the game was 12.37 minutes – a fantastic result particularly with regard to brand interaction.
Visits
Total visits: 527,154
Unique visits: 420,462
Return rate: 20%
Average viewing time: 12.37 minutes
Click throughs
Click through rate: 49%
Clicks from game to Campaign Website: 178,907
Traffic to www.salford.ac.uk from Campaign website
4,175 visits of which 91.33% were new visits
Reaction & Feedback
The game has garnered overwhelmingly positive reaction from game players, prospective students, teachers and other influencers. Here’s a selection:
“This was pretty good. I mean, it's an obvious advertisement for your college, but its a great ad!
If I was in the UK, I might actually consider visiting Salford.”
“Brilliant and university just local from were I live.”
“I live in Salford! I'm deciding what uni to go to also so this is very convincing if you do this sort of stuff...”
“…that game had me hooked completed it in 2hrs”
“more curious games from The University of Salford, Please!”