Facebook Application Project : Maxis Mission Possible

Maxis Broadband recently launched a campaign called Something for Everyone. The client required a campaign to introduce their 7 types of Broadband packages to the 7 types of Internet users they had identified – Traveler, Entertainment Enthusiast, Smart Shopper, Blogger, Online Buddies and Gamer.

To introduce each character to the audience and to have them actively engage with the personality of the character, we proposed the following:

1. A Facebook Flash game application where the user selects one of 7 characters and plays a Secret Agent who hunts for a Mission Brief, retrieves stolen data and uploads it back to the Secret Headquarters over 3 Episodes.
   
   Episode 2 of the Facebook Flash game: Smuggler’s Island

   Each character is given special abilities that help them navigate the maps. For example, the Gamer has X-Ray vision and The Traveler has a Signal Detector gadget to detect the hidden items. Weekly and Grand prizes are awarded to the players who complete the mission in the shortest time. The Grand Prize was a trip to the Gold Coast, Australia, while weekly prizes consisted of Blackberrys, iPhones and cash prizes.


Mission Complete!
2. Fun 2-minute Video Interviews of Malaysian personalities who are great social influencers both online and offline. Each personality was specifically chosen to reflect one of the 7 Broadband target audience personalities. The video shoots were conducted by Integricity Visuals. Some of the big names we interviewed were Daphne Iking (Traveler), Kenny Sia (Blogger), Sarah Lian (Model and also represents the Online Buddies) Henry Golding (Traveler and Cleo Bachelor of the Year) and radio DJ Ean (Entertainment Enthusiast) of Hitz.FM. These videos were uploaded to YouTube and Maxis’ Facebook page.

Fun video interviews on Maxis’ Facebook and YouTube pages

Our Facebook application was played 22,800 times by almost 7,000 players. Visitor loyalty was very encouraging, with 33% of visitors returning 15 times or more. This may be attributed to the stickiness of the game, with people constantly re-playing the game to improve their shortest time and win the prizes. Close to 20% of visitors stayed on the site for over 10 minutes, suggesting that there is a good number of people who stay on the site and interact.

Length Of Visit

Count of visits to the site

Once the facebook application went live, both Integricity and the client sent out press releases to online and offline media. Our campaign was featured in The Star, My Tech News and Marketing Interactive.

The Star newspaper article on the Maxis Mission Possible campaign

Mission Possible campaign featured on Marketing Interactive website