Mr Strings' World Tour
- Brand
- Cheestrings
- Year
- 2010
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Feels Like
- With
- Fallon London
Objective
Fallon had just built Mr Strings as Cheestrings' mascot and needed to stretch a TV campaign into something tweens would keep coming back to online, since research showed most kids that age spent their screen time playing games rather than watching video. The game also gave Kerry Foods a reason to link that online attention back to the supermarket shelf, printing bonus codes on Cheestrings packs.
Solution
Players open the game and design their own vehicle from scratch, drawing whatever shape they like before pouring milk over it to bring it to life. Once saved to a garage under a personal number plate, the car sets off after Mr Strings on a world tour, driving through China, France, South Africa, Barbados and Canada. Along the route players steer past local characters — hypnotic beavers, exploding pandas, snowmen, Monsieur Frog — and hunt for hidden "shycows" to collect, with each run reshuffled from pre-drawn sections so the roads never look quite the same twice. Kids can boost their car by entering one of 24 codes printed on Cheestrings packs, and can hand out their number plate so friends can pull their car out of the garage and drive it themselves.
- 1
The game picks up where the TV commercial left off, with mascot Mr Strings standing in an airport ready to start his round-the-world trip, and the player joining him from that point.
- 2
The player draws a vehicle of any shape they like, then pours milk over the outline to bring it to life as a drivable car.
- 3
The finished car is stored in a garage and given a unique number plate, which can be shared with other players to swap in each other's creations.
- 4
Players can power up their car with bonus codes printed on Cheestrings packs, entering them in-game to unlock upgrades.
- 5
The core driving loop has the player chasing after Mr Strings along the route, trying to keep pace and not fall behind.
- 6
The route is structured as five country-themed levels set in China, France, South Africa, Barbados and Canada.
- 7
Each country level populates the drive with local characters, creatures and landmarks, such as pandas, snowmen, hypnotic beavers, dragons and Monsieur Frog, used as visual markers along the way.
- 8
Along the route players also try to spot and catch "shycows", timid cows that hide and appear only rarely.
- 9
Levels are assembled from shuffled drawn scenery sections, so replaying a level produces a different layout and different encounters each time.
