CLIENT: KONAMI | RELEASED: OCT 2006
CHALLENGE
Winx Club is an animated television series popular with tween girls that features the adventures of six magical teen-aged fairies. Konami challenged Fuel Industries to increase sales of its Winx hand-held video game by raising awareness for the Winx brand in general and converting fans to the animated show.
STRATEGY
Tween girls still love to dress things up and chat with friends, only now they prefer doing it online. We created a web-based Winx Avatar Creator for girls (and boys) to attire and accessorize their own Winx fairy. To dramatically increase Winx exposure organically, we created an application that allows users to convert their fairy into an avatar for their IM profiles and other online social media platforms.
CREATIVE & EXECUTION
The avatar creator is a collection of elements that form the basis for a Winx character. Users have a wide range of customizable options available – from tiaras to shoes to everything in between, including skin colour, eyebrows, accessories and background.
Users can save their newly created avatar by downloading it as a wallpaper for their desktop, or as an MSN or AIM icon compatible with most other popular IM clients. The user’s Winx avatar can be stored for the next time they visit the site using a browser cookie.
Once the user has completed their new avatar, they can share it with their friends in the form of a post card with a short canned greeting and an invitation to create their own fairy.
