The brief:

Increase Windows Live Messenger user base (acquisitions) and increase long term engagement of Windows Live Messenger

Our solution:

Enter “Friend Magnet”: An Australia first. A very exciting ‘world first’ game with Windows Live Web Messenger creating a totally integrated Social networking promotional game. You can win prizes simply by having more friends on your messenger contact list. So the more friends you have the higher your chance of winning a prize.

Results:

Over a hundred thousand new messenger accounts created in six weeks. TV ads and print were produced by Amnesia. A technology first – Amnesia the first company in AU to use the Messenger API and integrate it into a campaign. Degree of difficulty on this one – a 10!

Friend Magnet: A carnival-themed game where you can win prizes for you and friends using Messenger

Like a real carnival, it lived, breathed, buzzed with activity and even slept.

The core interface: Choose from your Messenger friends on the left, then control the magnet to win prizes

The magnet in action

Effective prize incentives combined with meticulous art direction and web development

A token won! Prizes slide down the chute like an old carnival game