Exterion Media’s online urban community work.shop.play has announced its ‘Look for longer 2’ campaign has reached over 10 million people.
The second instalment of the popular ‘Look for longer’ campaign was crowdsourced. Members of the public were invited to provide their own creative clues to build out the final image.
The campaign itself drove 314,896 hits to the lookforlonger website from 165 countries around the world, with users spending on average 44 minutes bidding to guess all of the station clues.
Almost one in five (18 per cent) players began trying to identify the London Underground stations from the clues after seeing the advert on the underground and 41 per cent as a result of word of mouth.
Some 28 per cent heard about the game through social media. As part of this social media conversation drive, players were invited to use the #lookforlonger hashtag to communicate with other players and share clues. Advertising on the London Underground ensured the campaign reached the target audience, with 36 per cent choosing to play through their mobile phones. Similarly, the game was tweeted more than 10,800 times, reaching over 10.6 million people.
Simon Harrington, marketing director at Exterion Media UK, said: “Given the success of the first ‘Look for Longer’ game we knew the second instalment had to be even bigger and better. Naturally we wanted to generate curiosity, intrigue and interaction and move ‘Look for Longer’ on in terms of player participation so the crowdsourcing element was a great way to kick off this year’s campaign.
“It’s clear from the results that ‘Look for Longer 2’ benefited from the combination of traditional outdoor advertising and powerful social media buzz. It is a great example of what can be achieved with a highly interactive campaign that includes a strong call-to-action and enables people to share content and compete with each other online. We’ve been delighted with the results.”