Singapore – Digital creative agency noisycrayons has launched a social-by-design gamification campaign for MARIGOLD PEEL FRESH, a beverage brand of Malaysia Dairy Industries.
The concept of an entertaining variation of the average match-three puzzler named Fruit Tango was mooted to engage the restless Singaporean men and women that we come across so often, in the congested public transport, malls and even workplace.
Fruit Tango delivers a twist to recent renditions of the deliciously addictive mechanic as we swap the sugar-lined candies with juicy fruits. Each level of the game has a different colored grid filled with 3 to 5 different types of fruits. Players are required to swap the positions of 2 fruits to align sets of 3 of the same type, whereupon they disappear, causing fruits above them to collapse into the space left behind, often resulting in chain reactions. Players are awarded with up to 3 cartons of MARIGOLD PEEL FRESH depending on their performance at each level.
Fruit Tango offers players 3 chances to collect as many cartons as possible. Once the chances run out, players must either come back the next day, or stock up by inviting their Facebook friends for more chances. Each carton collected earns player a chance to win attractive prizes every week.
The 4-week campaign attracted more than 10,000 new Singaporean fans for MARIGOLD PEEL FRESH Singapore, many of which engage with the campaign via mobile devices such as smartphones and tablets.
The digital consumer engagement campaign for MARIGOLD PEEL FRESH, is managed by noisycrayons, a SPH Magazines affiliate.