CLIENT: TELETOON | RELEASED: MAY 2006
CHALLENGE
Teletoon, the most popular cartoon channel in Canada, challenged Fuel Industries to create a game targeted to youth that breathed life into 'B', one of the Teletoon characters that populates the site and lives between the animated programs.
STRATEGY
Fuel responded with a game that allows players to hop onto B's scooter and perform death defying stunts over fireworks, tractor trailers and more. To keep kids playing on the site longer and stimulate viral response, Fuel developed a Level Editor, where players could create their own levels using a variety of parts, including special extras that can only be unlocked through gameplay as a reward for more loyal players. By placing the ability to create content in the hands of kids, the site takes on a community effect, with new content developed each day by the players themselves.
CREATIVE & EXECUTION
Join B on his familiar scooter in the environment that feels like that of the animated TV promos for Teletoon. Stunt track elements include tractor trailers, ramps, tire yards, tunnel entrances and more. But what really sets the scene is the environment of the stunt tracks – interactive backgrounds have fireworks shooting above your head, cats screaming out of trash bins, some really freaked out birds and a car that looks like it might bite.
Players have a fixed amount of time to reach a set score for the course – harder courses have higher scores to reach. So hit your boost button and race across the track, jumping, flipping and spinning for a cast of dim witted judges. In addition to creating levels, a "hot or not" ranking board allows players to share levels with friends and other players, and rank the created levels according to popularity, difficulty and enjoyment.
Collect power-ups for more speed in mid-air, or make combos for multiplied scores on killer tricks. Just don't land on your head.
PERFORMANCE
In just several weeks after launch, players had created, shared and ranked over three thousand of their own levels in the advergame. With each level lasting around two minutes, that's over 100 hours of new, playable content developed by consumers themselves.
