We created a game that engaged and inspired potential warm weather travelers. California The Game offered visitors a 10 minute get-away in a colorful board game facsimile of sunny California. The micro travelers were exposed to over 25 California destinations from Disneyland to Alcatraz and from wine country to snowy peaks. To show all the different ways California could be seen as a real life destination. The original brief for the work was just to get more people to watch the TV spot online, and by making it the first question we had over 350,000 people engage with the TV spot.
Players spent an average of 9 minutes engaging with the California brand playing the game, doubling the current time spent average on visitcalifornia.com. There was a 15% increase of social media followers and 32,000 peope requested the California Visitor’s guide in just 6 weeks.
Agency:SapientNitro Role:Associate Creative Director Designer:Rebecca Ruben Copy Writer:Todd Murphy