The Orange Balloon Race
Open the game- Brand
- Orange
- Year
- 2008
- Objective
- Engagement
- Industry
- Telecom
- Mechanic
- Racing
- Platform
- Web
- Agency
- Poke London
Objective
Orange introduced a new line of Pay As You Go (PAYG) prepaid mobile plans featuring different animal characters to appeal to diverse consumer segments. The brand needed to generate awareness and drive user engagement for this product launch through an innovative, shareable digital experience.
Solution
Balloonacy was an unprecedented competitive web game that positioned itself as the internet's first balloon racing experience. Players released virtual animal-shaped balloons representing different PAYG packages onto a racecourse spanning 1,500 partner websites. The mechanic was simple yet engaging: users' balloons competed to travel the farthest distance across the distributed network of sites. The campaign ran June 23–30, 2008, and was developed by creative agency Poke London in collaboration with i-level. Winners were eligible to claim a luxury prize: a seven-night holiday for eight people in Ibiza.
Results
40,000 internet users participated in balloon races across the platform. Over 13,000 players registered for the competition, competing for the grand prize. The campaign achieved significant industry recognition, winning a Webby Award for Telecommunications (2009), Gold Cube for Innovation at the Art Directors Club (2009), Gold at One Show Interactive, Best Use of Online Advertising at the Revolution Awards (2009), Silver at the London International Awards (2008), and Technological Innovation at the IMA Awards (2008). It also won Campaign of the Year at the IAB Creative Showcase Grand Prix.
