View Larger Image

Adobe Students: Real or Fake?

By Adobe Systems, Inc.

Adobe's student marketing team had a very clear objective in November 2008: increase awareness of Adobe discounts for college students. We wanted students to know they could get up to 80% off the full retail prices of Adobe Creative Suite 4 products with Adobe Student Editions. Rather than just push this message to students, we needed to engage with them and encourage them to engage with each other. At the core of this campaign was "Real or Fake", a game that, each week, asked students to guess whether they thought a series of images was "Real" or "Fake". If "Fake", Adobe showed how it was done with the use of Adobe Photoshop CS4. At the end of the game, there were three call-to-actions: play again for those who were fooled, share for those who wanted to challenge each other and buy now. The game ran for one month, with five new pictures each week, for a total of 20 pictures at the end of the game. Check out the Adobe Groundswell entry web page and see if you guess correctly!

Real or Fake ran for a month and during that time received over 14,000 game plays; 5,469 and 6,160 plays were in weeks one and two respectively.

Before Real or Fake, there was little interactivity on the Adobe Students page and only 11,500 fans. During week one, 40% of players returned to play again that same week, 22% checked out the tutorials, 6% clicked the "Share" button, and 6% clicked "Buy Now" at the end of the game. The Adobe Students Facebook page received 3,000 new fans and over 53,000 page views that week, compared with an average of 5,057 views per week prior to the campaign.

Numbers remained high in week two, with 21% of players accessing the tutorials, 4% clicking "Share", and another 6% clicking "Buy Now". Week two also brought in an additional 2,500 new fans and almost 50,000 additional page views.

With Real or Fake, revenue goals were reached that quarter, the online Facebook community grew and Adobe successfully engaged with students while delivering the price message.

This game ran for one month in November 2008. Due to its popularity, we will most likely be bringing this back in late 2009.

Add a Review

My Rating:
*Name:
*Comment:
*For security reasons, please enter the number displayed in the image:

Overall Rating: (1 vote)

My Rating:

Add A Review

Share this entry:

---

 

Reviews

I also expect conversations to...

Reviewed September 3, 2009 by TJ

I also expect conversations to be ongoing and you've presented a campaign that only ran for one month. I don't think games are a form of talking. Yes, you've engaged students, but where is the conversation?

Report Inappropriate Review