Kew Gardens launched their seasonal marketing push ‘Visit the world without leaving London’ aimed at encouraging audiences who did not visit Kew to shift their perception of Kew beyond being a park attraction towards a rediscovery of Kew as a modern visitor attraction and botanic garden and its scientific work around the world.
Solution
To support this initiative Kew teamed up with Pancentric Digital, to create ‘Tweet and Grow’ – a multi-platform interactive game gives players the chance to experience the different habitats that exist within Kew.
Taking findings from Kew’s enormous pool of expertise and image research our designers illustrated each plant frame by frame so they animate in a realistic way – with a flourish of artistic license.
The pay-off is a rewarding user experience where players’ skills and dedication in tending to and nurturing their plants is rewarded with beautiful animations of their plant growing.
The game blends the player’s virtual and real-world experience. Online play earns enthusiastic players real world rewards such as free admission to Kew, 2-4-1 entry tickets and vouchers to redeem against meals and merchandise during their visit to Kew.
The game is playable as a desktop application, on iPhone, iPad, Android and Twitter.
Results
Secret game levels or prizes which can only be unlocked at Kew to drive footfall. We extended social outreach through linking of players social channels. The game gave Kew a direct marketing channel to players of Kew’s events and offers. Other highlights include:
• Average of 2,500 download per day for 5 days solid
• Achieved 14th position in Apple’s lifestyle chart
• Generated £127,500 AVE across tier one media, trade press and technology blogs
• Featured as Apple’s ‘App of the week’
• 26% growth to Twitter following
• More than 120k plants grown
