Cultist Simulator


CBBC launched the CBBC Buzz app last year to reinvent children’s content for a new generation. The aim was to create a safe and trusted space for children to swipe through a feed of short-form video, GIFs, quizzes, and memes based on their favourite shows.

Target Audience 

CBBC set out to deliver a campaign that would generate awareness and excitement among their core audience of 6-12-year-olds.


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Strategy

Reach relevant audiences across mobile and tablet devices within the apps that they use the most. CBBC worked with Havas Media Group and Venatus Media to create and deliver a creative campaign across relevant kids gaming and entertainment apps.

Creative

The CBBC and Havas teams worked with Venatus to create an MRAID minigame in the form of an emoji-based quiz, named the ‘sticker name minigame’. Once the audience had finished the minigame, a call to action appeared inviting them to continue the fun and play more games like the sticker game, on the CBBC Buzz app.

Delivery

The minigame was served in natural game pauses in games including Bad Piggies, Angry Birds Epic, Angry Birds Space, Angry Birds Go, Angry Birds 2 and Angry Birds Seasons.

Results

The engagement rate of the campaign was 31.52%, exceeding the typical 20 per cent benchmark, while click-through rates were 5.27%. The campaign overdelivered on impressions by 14% providing high awareness of the app to young gaming audiences.

The campaign was awarded as Most Effective Entertainment Campaign at the 2019 Effective Mobile Marketing Awards.

Reflecting on the campaigns win, the judges commented:

“Strong strategy and execution and great results. And we loved the app too, it’s great fun.”