The booze delivery brand Jimmy Brings pitted New South Wales against Queensland in an in-browser game called ‘Jimmy Kicks’ to drive brand engagement and orders around the NRL’s 2021 State Of Origin.
Launched on 28 May, the game-led campaign runs across Catch-Up TV, BVOD, YouTube, online and social media.
Developed by Paper Moose, the objective of the game itself is to keep a football in the air for as long as possible while avoiding various footy-themed obstacles. The further the ball travels, the higher the score.
Every player scoops a Jimmy Brings discount, whilst the game also offers co-branding opportunities for the like of Koala, The Iconic, JBL and Dinnerly who have linked up to offer a $25,000 prize pool.
Jimmy Brings Head Of Marketing Jamie Gagliardi said: “Paper Moose always delivers creative solutions that both engage our customers and include our partners in terrifically fun fashion. Jimmy Kicks perfectly drives brand engagement during winter months when people are home watching sports and playing games with friends and family – especially considering Victoria’s current Covid challenges.”
“State of Origin is a calendar highlight for all rugby league fans across the country,” explained Paper Moose ECD Nick Hunter. “We’re proud to have created a game that tips its hat to the classic Queensland/New South Wales rivalry but is still super enjoyable and accessible to anyone.”
Jimmy Kicks was built in-house at Paper Moose, a hybrid creative agency, featuring retro-style sports illustration by Pawel Zawislak and campaign elements designed by Leonardo Miranda from Jimmy Brings.
The initiative was created for Jimmy Brings Head of Marketing Jamie Gagliardi, Marketing Specialist Jesikah Boatfield, Brand & Design Specialist Leonardo Miranda Lobos, Content & Social Media Manager Jen Mackie, CRM Manager Angela Lo and Marketing Coordinator Stephanie Williams by agency/production house Paper Moose.
The agency team included ECD Nick Hunter, Creative Director Jeremy Willmott, Copywriter Pete Saladino, Lead Developer Greg Poole, Developer Adam Demire, Project Lead Rob Hughes, Producer Mike Funnell, Illustration Pawel Zawislak, Animation Director David Way, Animation Javier Castro, Designer Jason Fidel and Sound Designer Matthew Perrott.
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Early metrics suggest the game is generating plenty as it was played over 54,000 times in the first 24 hours after launch.
The initiative comes during the highly competitive winter period for alcohol advertising and delivery in Australia where Jimmy Brings offers a wine, beer and spirits delivery service in Sydney, Melbourne, Brisbane, Gold Coast, Sunshine Coast, Canberra, Adelaide and Perth.
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