Kopiko
Marketing game for a popular candy brand - tens of thousands of players on Facebook
The Challenge
The Kopiko brand (a popular candy line) needed a way to activate users on Facebook. Standard posts and ads were generating some engagement, but there was nothing to keep users around longer or give them a reason to come back and share with their friends.
The challenge was to build a game that looks simple on the surface, but under the hood has the mechanics to sustain engagement at a level that drives viral reach on social media.
The Solution
We built a mini-game embedded on Facebook with advanced gamification mechanics - despite its seemingly simple appearance:
- Leaderboards - rankings that motivate competition between friends
- Share mechanism - posting scores and records to Facebook walls, fueling viral reach
- Powerup system - bonuses that sustain engagement and bring players back for more sessions
- Multiple levels - increasing difficulty that ensures progression and a sense of achievement
- Facebook API integration - login, friends list, native sharing on the platform
Results
- Tens of thousands of active players at peak popularity
- Viral growth driven by the score-sharing mechanism
- Repeat visits thanks to leaderboards and progression systems
- Building positive brand associations through play
Key Takeaways
- A simple game is not a simple project - underneath were leaderboards, Facebook API integration, a powerup system, and multi-level progression
- Virality requires a mechanism - "fun gameplay" alone isn't enough. You need to give players a reason and a tool to share
- A marketing game is not an ad - people play because they want to. That changes the entire relationship with the brand
- Facebook as a distribution platform - at the time, it was ideal for viral spread. Today these same mechanics work just as well as browser games and mobile apps
Want Something Like This?
These gamedev skills are back in a new form. We build marketing games - from quizzes and mini-games to full mobile games with your brand. And our latest own product, ChillGrams, proves we can take a game from concept all the way to Google Play.