XM Asia launches “Kickathon” for Sony AP
XM Asia recently launched the custom-built “Kickathon” game on Sony’s website promoting their FIFA Sponsorship in Asia – http://football.sony-asia.com/en/index.html. The “Kickathon” is just the latest piece of a digital campaign that has been gaining momentum over the past year.
The game encourages fans to “kick” a soccer ball from Asia to South Africa with the lowest number of kicks in the least amount of time. It is not an easy feat, even for an experienced gamer. But for football fans, the grand prize is certainly worth it – two tickets and travel to FIFA for the World Cup.
“Since the conception of this campaign in late 2008, we have tried tofocus on the fans, building an online social community through thewebsite and Facebook for them to share their passion about footballwhile providing a positive brand experience,” explained David Brown, XMCreative Director. “And, it has been much more successful then wethought; but then again, you should never underestimate the enthusiasmof a sports fan!”
Credits – ECD: David Brown. Art Directors: Danny Lim, Chang Siang Hong. Copywriter: Selwyn Low.