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The Creme Egg Challenge
In Easter 2008 Governor Technology ventured into the world on online gaming for the first time with the release of the hugely popular Crème Egg Game.
The game started out as a demonstration of our capabilities in Microsoft's new Silverlight 2.0 rich media application tool. As a Microsoft Certified Partner, Governor Technology had access to the new software before its general release. We were eager to both learn how to use this new tool and showcase its benefits as a powerful, interactive web application.
The game format was chosen because it would be a good test of Silverlight, and fun to work on. We are big fans of the Crème Egg and Cadbury Schweppes were happy to give their permission to use their brand in this way.
However the game was also a serious marketing exercise. To promote it we sent out an email using a piece of software that enables us to track recipient behaviour - who opened it, when, how many times they clicked on the links in the email. As an incentive we turned the game into a competition with a prize for the highest score.
Well over half the recipients (very high for email marketing) opened the email, and most of those clicked on the link to the game more than once, one person no less than 50 times.
The game itself was a great success, and proved very addictive for some. We were also collecting more contacts by asking people who posted high scores to leave their email address. At the end of the competition we sent out another email announcing the winner and runners-up who also received a small unannounced prize. The read rate of this second email was also extremely high.
And the business outcome? Apart from the most immediate benefits of keeping our name on the lips of our key clients, we opened up relationships with new people, talking to them about Silverlight development work, promotional games and email marketing. A sweet success all round in fact.
