Make-A-Flake, make a viral campaign

During the Christmas season, apparel manufacturer Jockey has sponsored the advergame “Make-a-flake”, an interactive snowflake maker developed by Lookandfeel (have a look at their web site, the menu presentation is simply fantastic!). As Tessa Wegert writes on ClickZ, the advergame complemented an offline direct mailing campaign, driving visitors to a microsite. Thanks to the viral effect generated by the advergame Jockey’s microsite generated more than 1 million total visits.
The campaign’s success can be explained in the branding effect generated by Make-a-flake through the positive and entertaining gaming experience an its association with Jockey’s name.