CHALLENGE

Obesity is becoming an epidemic health problem in the United States. Fuel Industries was challenged to create a compelling online experience that would encourage children to live active lifestyles by teaching them the benefits of regular exercise.

STRATEGY

Youth needed to see the benefit of developing skills acquired through an active lifestyle. By rewarding players for developing skills that would become useful in an obstacle course, the point could be well-made. By role-playing with an avatar who was physically active and benefited in a fun way, and transferring those rewards to the player with prizing that also facilitated active living in a fun manner, the link of action-reward could be made. The overall message of the game was that activity is the only way to win. And winning is fun!

VERBs are important to healthy living. Each day, players logged into the VERBnow site for their chance to win prizes. After logging in, the youth were asked to enter the "verbs" they performed during the day. As a reward for being active, players went to the VERBnow game where their VIRT, a boy or girl depending on their gender, would use verbs.

CREATIVE & EXECUTION

The player selected three of nine verbs to give their VIRT, and then watched as the VIRT made its way through the obstacle course. If the "right" verbs had been selected, the player wins a prize and watches as their VIRT successfully completes the course. The prizes offered including a Sony PlayStation 2 with the physically demanding game Dance Dance Revolution, and other rewards themed around enjoyable physical activity.

The VIRTs played in three executions of a highly-detailed playground environment: summer, fall and winter. The rationale being that children should be encouraged to play throughout all seasons. VIRTs wore clothing suited to each season, and the playground fixtures reflected the changes in weather, from icicles and frost to snow drifts near the slide. The trees in the background became yellow as the seasons changed, and finally lost their leaves in winter, leaving bare branches and frosty-white limbs.

PERFORMANCE

Over 7.6 million users have played the game and guided their Virts through various activities, including obstacle courses. With viral e-cards and IM icons, the game is successfully keeping youth immersed in the act of training their Virts, and learning the important lifelong lesson of the importance of healthy living.