Mediaedge:cia has created an interactive game to launch Citibank’s Platinum Select Credit Card.
The game was designed around “virtual shopping” using the new Citi Select Credit Card. At the start of the game, the player was given a credit limit of Rs 500,000 to shop. The player was prompted to use the various new features and accordingly calculate the reward points.
This game was installed on a 6ft x 4ft touch screen, interactive wall. To monitor the number of responses, a camera was installed on top of the screens to record the number of people who saw the game, how many played it, male/female bifurcations etc.
Priya Chanda, business executive, MEC said, “We launched this game mainly to talk about the features and services of the Platinum Select Credit Card. We were targeting male 30+ who has an annual income of Rs 15 lakh and above and a household income of Rs 25 lakh and above.”
She added, “Our main aim was to create a pull for the card. Here, we did not really have to call people. Only those who were interested and had a platinum card of any bank played the game. The consumers had to read a leaflet which carries the rules of the game and also the features of the card.”
This activation was held at the Inorbit Mall and Oberoi Mall in Mumbai for five weeks. Chanda said that the campaign achieved 2500 leads and 3.25 lakh exposure.