Mr Strings' World Tour
- Brand
- Cheestrings
- Year
- 2010
- Objective
- Sales
- Industry
- Food & Drink
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Feels Like
- With
- Fallon London
Objective
Kerry Foods wanted Cheestrings to hold its 8–14 year-old audience through its peak online hours and to reposition the snack as part of a family-friendly digital experience rather than a TV-only brand. Extending the Mr Strings TV campaign into an owned destination gave the pack a job to do: 24 codes printed on Cheestrings packs unlocked in-game rewards, turning a purchase into a reason to keep playing.
Solution
Players open a freedraw tool on cheestrings.co.uk and scribble any shape they like, bolt on wheels and pour in milk to bring it to life — the physics engine then decides how the resulting contraption actually drives. From there it's a side-scrolling race, chasing Mr Strings across a themed obstacle course while the vehicle bounces, tips and falls apart on the terrain, with hidden cows to spot along the way. Each session is a dash to the finish line in one of five countries (China, France, South Africa, Barbados, Canada), each stocked with its own surreal cast — exploding pandas, hypnotic beavers, dragons, Monsieur Frog — and reshuffled level layouts so a run never repeats. Finished vehicles are stored in a personal garage under a unique number plate, ready to send to friends, and codes from Cheestrings packs unlock 24 power-ups like Zeus Hands and the Cowbell to upgrade the next run.
- 1
The player arrives at the Cheestrings World Tour site as a continuation of the TV campaign, picking up the story where Mr Strings sets off from the airport on his round-the-world trip.
- 2
Before racing, the player designs a vehicle: freehand-drawing any shape as the body, attaching wheels to it, then filling the outline with milk to bring it to life as a solid, drivable object — an odd drawn shape produces odd handling.
- 3
The finished vehicle is saved to the player's garage under a unique number plate, which serves as its identifier for keeping it or sharing it with other players.
- 4
Players can enter a code from a Cheestrings pack to unlock a power-up for their vehicle, such as Zeus Hands or the Cowbell, from a pool of 24 codes in circulation.
- 5
The player chooses a destination for the world tour — China, France, South Africa, Barbados or Canada — each playable as its own level.
- 6
Each level is a 2D physics-based side-scrolling race in which the player drives the drawn vehicle left to right toward the finish line, keeping pace with Mr Strings while dodging country-themed hazards and creatures like exploding pandas, hypnotic beavers, dragons, wheeled tigers, Monsieur Frog, falling food and giraffes.
- 7
Along the route players hunt for collectables and hidden 'shycows' and pass real-world landmarks that mark each country; some levels shift medium mid-run, as in Barbados where the course drops from the surface into an underwater section.
- 8
Levels are assembled from pre-drawn sections shuffled by rule, so replaying a country produces a different layout each time, and the player returns to the garage to redraw or swap vehicles before tackling the next country, with more destinations added to the tour through the year.
