Cheestrings: World Tour Game

Objective

Cheestrings developed this online game in January 2010 to extend the brand's new TV advertising campaign featuring the character Mr. Strings. The campaign targeted tweens (ages 8-14) who spend significant time gaming online, aiming to create an engaging interactive experience that connected to the TV narrative and deepened brand engagement with the core audience.

Solution

A web-based game where players design custom vehicles, fill them with milk, and navigate them across multiple countries (China and Canada initially, with more planned). Players compete against Mr. Strings while collecting hidden cows and avoiding obstacles like pandas and whales. Players could save their vehicle designs in digital garages and share them via unique number plates. The game incorporated educational elements around shapes, volumes, and geographical landmarks. Special power-ups were integrated into physical Cheestrings packaging, creating a bridge between digital and retail experiences. Developed by Fallon London and B-Reel.

Results

Not published.