The game
Guide the tiger and collect items
Players moved a tiger left or right to collect items. Items could add points or special abilities, with the aim of achieving a higher score.
Twin campaign delivery
Tiger Soju: connect outlet participation with purchasing.
A branded game gave the businesses selling Tiger Soju a different way to interact with the brand. Additional play opportunities were linked to outlet purchasing.
Outlet engagementPurchase-linked playBranded game
The outlet programme
Participation within the trade relationship
- Audience
- Outlets purchasing and selling Tiger Soju
- Play
- Guide a tiger, collect items and aim for a higher score
- Qualifying activity
- Additional play opportunities linked to outlet purchasing
The audience
Design the experience for the businesses selling the product.
The participants in this campaign were outlets: the businesses purchasing and selling Tiger Soju. The campaign aimed to encourage purchasing and give those outlets an engaging way to interact with the brand.
That trade context shaped the experience. Additional play was connected with outlet purchasing, giving the game a place within the ongoing business relationship.
The campaign mechanic
A recognisable character and a clear score to beat.
The incentive
Connect purchases with more play
Additional play opportunities were linked to the outlet’s purchasing activity. The incentive related to the business’s role in the sales network.
Planning a similar programme
Connect the incentive with the relationship.
For a brand working through distributors and retail outlets, participation needs to fit how those businesses buy and sell. Tiger Soju’s campaign brought a familiar game mechanic into that setting, with extra play linked to a relevant business activity.
A similar programme starts with the outlet audience and the qualifying action. The game, reward rules and operating process can then be designed around that relationship.
Discuss your next programme
Give outlets a useful reason to participate.
Discuss the audience, qualifying activity and experience that could support your trade programme.