Brief
Attract 200,000 new children to the BBC by exposing them to CBBC’s best content.
The Solution
We created and promoted Tag Team, one of the most successful gaming microsites ever produced for CBBC.
The game was made up of a series of mini-games, each one featuring a key BBC character. On completing a level the player ’wins‘ that character, and can then ‘tag’ the character into other games – creating a whole new gaming experience – and introducing the audience to new characters too.
Results
After a two month campaign:
- Average banner click-through rate of 2.22% (industry average for CTR has been reported at between 0.06% and 0.15%)
- There were 423,149 total clicks from banners directly to the Tag Team game site (compared to our campaign goal of 200,000 clicks)
- Through Spotlight Tags, we know that an additional 719,899 gamers who saw the banners but did not initially click, came to the Tag Team site within 30 days of viewing the banner
- Number of unique game plays per game ranged between 286,000 and 350,000, confirming that children who played with one character were more likely to interact with other characters
- Over 650,000 unique gamers played Tag Team over eight weeks (CBBC’s annual goal is 500,000)