Cheestrings - Mr Strings

Objective

Cheestrings, a cheese snack brand owned by Kerry Foods, created an interactive game experience to engage children and reinforce brand association with playfulness and fun. The campaign aimed to build deeper engagement with the target audience through an educational and entertaining online game centered around the brand's mascot character.

Solution

Mr Strings' World Tour was a multiplayer online game where players designed custom vehicles and traveled across a world map pursuing the character Mr Strings. The game incorporated educational elements including learning about shapes and volumes through vehicle design mechanics, and geography concepts via landmarks encountered during world exploration. Players could draw vehicles, fill them with milk imagery to bring them to life, and interact with other players' creations in shared spaces. The experience was hosted on the brand's dedicated website (mrstrings.co.uk) and launched in January 2010.

Results

Not published.