Serious Game Classification

Get Up and Go, the interactive travel game has the player take a fantasy road trip in his or her choice of 10 Chrysler models.

In between questions about where to go, what type of music to play on the radio and where to stop for lunch, the game gently offers up tidbits about Chrysler products. At the end, it matches the player's personality with Chrysler cars.

The game went online Aug. 13 and in its first week attracted 40,000 players, with an average age of 45. Some 42 percent were women. What's turned the head of DaimlerChrysler marketers is the high percentage of users who expressed interest in learning more about Chrysler products. Of the 40,000 Get Up and Go users, 68 percent requested more information."1

Chrysler's ability to successfully capture and analyze personal user data for bolstering internal market research and projected buying trends has been significantly augmented. Approaching 90 percent of users who initiated the game completed it and were assigned a personality type and vehicle preference. Nearly 50 percent of gamers went on to additionally register for the weekend travel contests, providing address and hotel usage information shared in partnership with Wyndham Hotels. 10% of players invited an average of 2.2 friends to play the game. The viral "email a friend" campaign resulted in 66% email open rates -- far above the 39.4% industry average.

Distribution : Internet - Free
Platform(s) : Browser (Flash)

Links

• http://www.thumbworks.com/news/fun_n_games.htm