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#223 Best Digital Media



Client: Australian Centre for the Moving Image
By: Australian Centre for the Moving Image
Viral Game Brief
Develop a direct marketing email campaign to create awareness of the Game On exhibition at ACMI and promote visitation.
Viral Game Solution
The viral game was developed by Tundra Interactive in collaboration with ACMI. Deploying 8-bit game clich├ęs, while carefully avoiding licensing problems, the game delivered on the exhibition promise of ‘playing your way through the history of videogames’ with a completion reward of a 2-for-1 pass. The design integrated database-driven high-score and tell-a-friend functions to maximise viral potential. Distribution proceeded at minimal cost through partners and targeted email lists. By June 2008, it had engaged over 5000 players, with a second release planned.