Cobra-spil (Cobra Game)
- Brand
- Würth
- Objective
- Lead Gen & Recruiting
- Industry
- Retail
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Playable
Objective
Würth Danmark, the country's largest B2B trade supplier, needed to cut through daily catalog and inbox noise to keep tradespeople and contractors engaged with its online shop, build its opt-in email list, and turn casual visits into warm leads and repeat purchases. The relaunch of its Multi 2000 Cobra lubricant spray gave the team an occasion to reward attention with a game instead of another banner.
Solution
Browsing wuerth.dk, shoppers get a pop-up inviting them to play for a voucher, with the discount value tied to the page they're on to nudge them toward a bigger basket. For the Cobra relaunch, a separate link to wuerth.dk/cobra opens a Snake-style game: the player steers a cobra around the screen, picking up points as it grows longer, in a nod to the Nokia phones the trade audience grew up with. A run ends when the snake runs out of room, and the score decides whether the player walks away with a product sample, a spot in a prize draw for the spray itself, or both — handed over in exchange for their email address.
Results
The Cobra Snake game drew more than 800 email sign-ups, each traded for a product sample, and among all site visitors who clicked a game pop-up, 25% went on to buy from the shop.
- 1
Players are invited into the game through a Facebook post and video from Würth Danmark promising a chance to win the new Multi 2000 Cobra spray in "a little cobra game," pointing to a short link; a second entry point is a pop-up placed directly on the Würth webshop pages.
- 2
The link opens a branded campaign landing page built around a classic Snake game — the kind remembered from Nokia phones — restyled with graphics for the Multi 2000 Cobra spray relaunch.
- 3
The player steers a snake around the playing field with swipes or arrow keys, picking up items; each pickup lengthens the snake, making it progressively harder to avoid the field's edges and the snake's own tail.
- 4
A running score stays visible on screen throughout the session, and the challenge escalates as the run continues.
- 5
The objective is to reach a score threshold that qualifies the player for a reward tied to the new product.
- 6
Qualifying players submit their email address to receive a sample of Multi 2000 Cobra and to be entered into a prize drawing for the product itself.
- 7
In the brand's always-on pop-up version of the game shown across the webshop, the payout is different: players receive a discount voucher instead, with the voucher's value set by the shop page the pop-up appeared on, nudging players toward completing their cart.
