The brief:

The Smirnoff Mule (Smirnoff, ginger beer & lime) put vodka on the map in the West. Prior to the drink’s invention in Hollywood in 1941, only immigrant communities from Eastern Europe drank the clear spirit. In late 2008, Smirnoff asked us to bring the Mule back through a campaign that told young men what a Mule is and where the drink originated.

Our solution:

The response was It Started with a Mule, an interactive whodunit micro-site that played up the drink’s classic Hollywood roots and educated users through a mix of game & film entertainment. The showpiece site was supported by on premise activity, digital media and a blogger out-reach campaign which featured a Smirnoff Mule start up kit wrapped in a film can.

Results:

Engagement:

• 2/3 of homepage visitors played our Game.
• 3,000 users spending 45 mins on the site.
• 1,600 Facebook Fans.

Recall: 2/3 of exit poll respondents correctly named the drink ingredients.

Sales Metric: Strong full-bottle sales for Diageo Australia.

The game was executed with intense attention to detail on the theme "1940's film noir murder mystery"

Everything about the game was designed to educate players on the ingredients of a Moscow Mule

Games built into the experience included this 3D chase scene

Players navigate through various scenes to find clues

Characters speak directly to the player to provide information and tips

Another game example, this time set in a shadowy warehouse