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Advertiser/Client: BMO Investorline Campaign: Ultimate Golf Idea: The Ultimate Golf Game is part of a cross-media campaign that gives participants the opportunity to win the Ultimate Golf Getaway of their choice. The game allows users to play on three courses, each recreated from an actual golf course at one of the prize destinations (Australia, Germany and the Seychelles). And once you start playing, you can't stop, exposing users to the brand messaging for (in some cases) hours at a time. The simple, but highly addictive, game is played right within an online ad unit. Users click on the ad to activate the game and immediately start playing. BMO InvestorLIne's Ultimate Golf can be played for 2 minutes or 2 hours without ever leaving the webpage where the ad is served. To create a highly realistic feel for the 2006 game, a golfer was shot on green-screen and then integrated into the 3D environments of the game. Not only does he tee-off and putt, but he even reacts to his shots, showing either joy or despair, depending on whether he hits a clean shot or slices it into the rough. Following a round, users are invited to click through to enter the
contest for the chance win and really play their dream 18. Recognizing
the competitive nature of the target, the game also provides viral "challenge
a friend" functionality where users can email friends to boast
about their high score and challenge them to try their hand at besting
it. All highs scores are kept on a leaderboard that was updated in real
time during the campaign. Results: |