On-line game to promote the new tropical house
An on-line game, Turtle Tossing, was developed for Paignton Zoo as part of the overall marketing campaign to promote our new exhibit, Crocodile Swamp.
We also wanted the game to become ‘viral’, to be used to capture contacts for our e-newsletter database and to drive traffic to our website. The game was designed to be simple, visually appealing and something that people would play again and again. The incentive for registering your score and entering your details was that, the ‘Top Ten Tossers’ would be entered into a draw to win a VIP visit to the Zoo.
The game was launched on 8th April via a special edition of our e-newsletter. 5,420 contacts received the mailing, 50% opened it and 56% clicked-through to the game. An excellent open and click-through rate for an e-mail shot.
From the period 8th April to 20th July, the game was viewed and/or played nearly 8,000 times and was the third most viewed page of the entire website, representing 7% of total page views. 1,623 high scores were registered, representing over 20% of total users.
Analysis of the web statistics also show that 55% of users went on to visit other pages once they had played the game, primarily the main exhibit page and the Visiting Us section, indicating that users wanted to find out more and had a propensity to visit the collection ZSL - London Zoo.
SWEP Paignton Environmental Park
COMMENDATION received in BIAZA Awards 2008 for Best marketing project - Amanda Alabaster Award