Digital Space
View the case- Brand
- ToTheMoon
- Year
- 2020
- Objective
- Sales
- Industry
- Tech & Telecom
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- FarFor.studio
Objective
To The Moon Mobile, a UK mobile network that had launched barely a month earlier, needed to cut its cost of acquiring new customers and lift sign-up conversion. Instead of sending visitors to a standard tariff page, the brand replaced it with an arcade game that paid out in real mobile data, turning the sign-up funnel itself into the brand's introduction to the market.
Solution
Digital Space opens straight in the browser on desktop or phone, no install or sign-up needed, and puts the player at the controls of a pixel spaceship flying through a glowing digital galaxy to a psychedelic soundtrack. Players steer through the field collecting glowing pickups and either dodge or shoot down obstacles labelled with internet in-jokes like "Spam," "404," and "File Not Found." The higher the score, the more mobile data gets banked, from 2GB up to 50GB, with bonus gigabytes for sharing a high score on social media. The game ramps up in speed fast, so players tend to run it again for a better score before cashing in their data haul to sign up for a SIM.
Results
Time spent on the site rose 8x compared with the standard product page, and the cost of acquiring a new customer fell by 53%.
- 1
Players open the browser-based promo page for To The Moon Mobile, a UK virtual network operator, where a retro arcade game stands in for the usual data-plan page; it runs on desktop and mobile with no app download, offering a shot at free mobile data.
- 2
The core loop is an on-rails space flight: the player steers a pixel spaceship deeper into a psychedelic "digital galaxy," collecting floating green pickups and other bonuses for points while dodging or shooting oncoming "digital debris" enemies named Spam, 404, and File Not Found.
- 3
The pace accelerates steadily through the run, so a run that starts easy quickly demands sharper control to keep the ship on course.
- 4
When the run ends, the player's score converts into a prize of mobile data, ranging from 2GB to 50GB depending on how many points were scored.
- 5
Players can share their result on social media to earn extra gigabytes on top of whatever the run itself won.
- 6
Because a bigger score means more data, players replay the game repeatedly to stack up gigabytes, then redeem the accumulated prize by signing up for a To The Moon Mobile SIM, with the free data applying to a new customer's first month.
