Background
GrabOne is New Zealand’s leader in flash sales, with a Facebook page followed by over 100,000. But increasingly aggressive competition meant the brand needed to distinguish itself and forge deeper relationships with customers beyond the daily deal.
Our solution was a completely unique and deeply engaging game campaign on Facebook that gave a huge boost to brand engagement.
Collecting Customers Collecting Cards
The Psychology of Intangible Value
We designed a game with multiple layers of desirable-if-intangible value, meaning players always had a next thing to strive for. They used a points-based currency to buy cards from each other and the market, and complete sets of cards could be traded for prize draw entries. A gamification system awarded trophies and extra points for a variety of sometimes mysterious but always appropriate in-game actions.
997,667
cards traded
Fans created Facebook groups to discuss tactics and compare trophies.
17,240
hours of brand engagement
over a 28 day period
The Central Bank of Gimme
A bespoke real-time marketplace let players buy and sell cards to make the sets they needed for the prizes they preferred. Sellers set their own price, and buyers snapped up the lowest offer in what became a boisterous, dynamic card market.
Our custom-built trading platform included the ability to manage the virtual economy much like a central bank. Behind-the-scenes game masters could dynamically adjust the probabilities of certain cards becoming available in packs of 3, thus influencing their market-driven values in a pure study of supply-and-demand mechanics. This was text-book economics in action.
Simple Design for a Complex Game
Despite the complexity of the build and the depth of engagement offered to players, careful user experience planning and game on-boarding made Gimme-5 easy to play and extremely popular with the target market. Fans even created two separate Facebook groups to discuss tactics and compare cards and trophies.
10,825
unique game players
