CHALLENGE

Pepcid challenged Fuel Industries to adapt Pepcid Complete’s Major League Baseball double-play sponsorship into an online game, spreading their marketing message across multiple touch points.

STRATEGY

To incorporate an online channel supporting Pepcid’s ‘double-play’ campaign, we developed a double-play game to recreate one of the most exciting moments in baseball. For maximum exposure, Pepcid in-game branding was displayed on the loading page, back wall, player jerseys, and the Jumbo-tron.

CREATIVE & EXECUTION

After a pre-rendered batter hits a ground ball, players have nine attempts – or innings - to hit two sweet spots on a moving meter to get the short stop and second-baseman to turn a double-play. The meter moves faster as the game progresses, making it more difficult to earn points for accuracy and execution for a cumulative 9-inning score.

To ensure the sports enthusiast audience passed the game along virally, the campaign launch was supported by a massive e-mail blast to get the ball rolling. Participants were encouraged to post their high scores on a leader board and challenge their friends to beat it. During the campaign, each player that posted a score was entered into a weekly prize sweepstake.