Ninja Battle
- Brand
- Jaguar Skills
- Year
- 2013
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Music & Rhythm
- Platform
- Web
- Agency
- Syd Lawrence
Objective
Ministry of Sound needed to build anticipation for Jaguar Skills' compilation Jaguar Skills & His Amazing Friends Vol 2 ahead of its 1 July 2013 release. Putting a game live six days early gave fans a playable preview of the record's tracklist and a reason to keep coming back before it hit shelves. A Facebook login and a prize leaderboard were built in to push that attention onto social and mobile and hold it through the album's first month.
Solution
Players open a free browser game — no download, playable on desktop, tablet or phone — and work through 10 levels. Each level plays a 20–30 second clip of one of Jaguar Skills' signature mashups, and the player picks from multiple-choice answers to name the tracks blended into it, racing a countdown timer that rewards a faster answer with more points. Because every clip comes from the forthcoming compilation, clearing all 10 levels means having heard the whole album before it's even released. Logging in with Facebook unlocks a multiplayer mode against friends and other players online, with scores feeding a leaderboard; topping it during the game's first month put players in the running for prizes including two BlackBerry Q5 handsets, an exclusive Jaguar Skills mix, show and Creamfields tickets, and a signed copy of the album.
- 1
The player opens jaguarskillsgame.ministryofsound.com to a start screen branded around DJ Jaguar Skills and the forthcoming Ministry of Sound compilation, and plays directly in the browser with no download.
- 2
Logging in with Facebook unlocks a multiplayer mode against friends and other players online; without logging in, the game still runs in the browser, including on tablet or phone.
- 3
Each level plays a 20-30 second clip of a Jaguar Skills mashup blending several tracks together, and the player picks which tracks were mixed into it from multiple-choice options shown on screen.
- 4
Answers are timed, so a faster correct pick scores more than a slow one on that level.
- 5
The player works through 10 levels this way, with every clip drawn from the forthcoming "Jaguar Skills & His Amazing Friends Vol 2", making the run a preview of the album's tracklist.
- 6
Scores feed a leaderboard; during the game's first month, top players competed for prizes including BlackBerry Q5 phones, an exclusive Jaguar Skills mix, show and Creamfields tickets, and a signed copy of the album.
