Teraxxa Seed Treatment
Open the game- Brand
- Teraxxa
- Year
- 2021
- Objective
- Awareness
- Mechanic
- Arcade
- Platform
- Web
- Agency
- Groove Jones
Objective
BASF's Teraxxa seed treatment product needed to educate farmers about its wireworm protection capabilities at launch. The brand and agency VMLY&R partnered with Groove Jones to create an engaging digital experience that would drive awareness and adoption among farmers during a competitive market entry.
Solution
An 8-bit arcade game inspired by classic titles like Galaga and Centipede, where players assume the role of a farmer fighting wireworms using Teraxxa-protected seeds as weapons. Players press FIRE to plant seeds that grow protective roots killing nearby wireworms; difficulty increases with each level. The game was built in WebGL and HTML5 for cross-platform play, accessible both online at teraxxa-wins.com and through full-sized physical arcade cabinets placed in local feed stores. The campaign also included print advertising, radio spots, billboards, social media posts, digital banners, direct mail, and a game manual that doubled as product information.
Results
The campaign earned a Silver award at the 2022 MUSE Creative Awards in the Branded Content category.
