CHALLENGE

Cici's, a national pizza buffet chain popular with teenagers, has sponsored a talented young man named Roto who specializes in “shakeboarding” – a form of advertising that incorporates a promo sign into break dance maneuvers – to show up at teen-populated events and demonstrate his skills with an over-sized Cici’s pizza sign. Cici's advertising agency Deutch challenged Fuel Industries to create a simple, fun, interactive extension of their sponsorship to bridge on- and offline activities.

EXECUTION

At the Karbon Arc studio in Ottawa we collected footage of Roto and his beat-box sidekick from the TV spots doing their thing. With gameplay similar to Dance Dance Revolution and Guitar Hero – two very successful properties among teens – we inserted Roto's gymnastics in a fun advergame where players must hit the ASDF keys in sync with falling letters as they pass through targets at the bottom of the screen. To give the game viral pass-along content, Roto performs more spectacular shakeboard moves as the user executes increasingly difficult combos.

Included on the site are downloadable desktop wallpapaers, screensavers and IM icons, as well as a customizable send-to-friend Cici's sign email template.