Mision Cepas (Strain Mission)
- Brand
- Laive
- Year
- 2014
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Adventure & Quest
- Platform
- Web
Objective
Laive wanted to make its Probióticos yogurt's six probiotic strains memorable by turning each one's benefit into something players actually experienced rather than read about. Built on the cast from an existing Laive ad campaign, the game also gave that campaign a second life online.
Solution
Playing through Facebook, you steer a Laive campaign character on a nonstop run across six settings — home, gym, office, supermarket, university, city — each tied to one Probióticos flavor and its matching fruit: peach, strawberry, banana, coconut, blackberry, cranberry. As you run, you grab the flavor fruit for points while dodging junk food, and floating strain icons drift into your path; grab one and you get a timed power keyed to what that real strain does — nutrients pulled toward you, a health boost, a burst of speed, immunity to junk food, a score multiplier, or every icon on screen turning into fruit. Clear a level's run and the next setting and flavor load up, through all six.
- 1
Players reach the game through a Facebook link from Laive that opens the promotional microsite laivemisioncepas.com, hosting a browser-based arcade title tied to the brand's Probióticos yogurt line.
- 2
The player controls the mascot character from Laive's existing ad campaign in a "grab and run" endless runner: the character advances automatically while the player steers to catch a stream of fruit matching the yogurt flavor featured on the current level.
- 3
Alongside the fruit, six floating icons representing the yogurt's probiotic strains ("cepas") drift into the stream; catching one triggers a temporary bonus tied to that strain's real nutritional benefit.
- 4
The six bonuses cover a spread of effects: pulling nearby fruit toward the character like a magnet, extending the character's health pool, boosting running speed, granting temporary immunity to junk-food obstacles that otherwise hinder the run, multiplying the score value of the next fruit collected, and briefly turning every icon on screen into fruit.
- 5
The run progresses through six themed locations — home, gym, office, supermarket, university, and city — each pairing the setting with a different target fruit: peach, strawberry, banana, coconut, blackberry, and cranberry.
