CLIENT: HERSHEY CANADA, PHD | RELEASED: JUL 2006
CHALLENGE
Hershey Canada and their media buyer PhD challenged Fuel Industries to develop an online game that would provide content on ohhenry.ca, a site that was currently registered but not in use. The game had to have a high level of engagement and fit the lifestyle of the target audience, whose interests include gaming, music and sports, while linking the experience back to the key brand message of satisfying hunger moments.
STRATEGY
Reaching youth through console quality gaming online was the strategy that emerged for this summer campaign. Since youth are always looking forward to the next season, the game format selected was snowboarding, a game format that also has a broader appeal for both genders. Periods of high-activity generate hunger moments, illustrated in the game during the Big Air jumps. Conversely, down periods such as during videogame sessions are perfect snack times.
CREATIVE & EXECUTION
The site blends the elements of Oh Henry branding and the visual kick of extreme sports console games for a feel that's pure adrenaline. Create your character, male or female, including outfit and board style and then select your soundtrack through the in-game media player, an aggressive bass cannon, and blaze down the slope.
Standing out from the rest of the snowboard games by taking place at night on a warmly lit course with stars twinkling overhead, users race to the bottom of a large track for a Big Air jump. Players can perform over a dozen tricks after collecting speed by picking up Oh Henry! bars on the way to the bottom. Each of the five levels completed will unlock an additional trick.
To link the game to product purchase, UPC codes from the candy bars could be inputted into the game to unlock even more tricks.
The graphics are some of the most visually intense ever created for a web game. The visually stunning environments include screaming fans flanking the course with dangling Oh Henry sponsor banners, and a glowing ski village nestled in the mountains below.
PERFORMANCE
Oh Henry snowboarding generated 300,000 visitors who interacted with the brand for 6 minutes on average.
