Otees Creates Innovative Online Game with Techsys Digital
Otees, a cereal snacking brand loved by the young and young-at-heart, partners with Techsys Digital to create an engaging boat-race-themed game that serves as an innovative engagement platform for its fans.
Published on March 18, 2020
Otees is a cereal snacking brand loved by the young and the young-at-heart. From its fun, eye-catching packs, to its cheeky online persona, Otees stands by the notion that you can play with your food! This colorful brand took its playful persona to the next level by partnering with Techsys Digital to create an innovative gaming experience.
Playing with Your Food: The Digital Revolution
Otees has always embraced the playful side of snacking, challenging the conventional wisdom around food interaction. When the brand decided to extend this philosophy into the digital realm, they needed a partner who could understand their unique vision and translate it into an engaging gaming experience.
Brand Philosophy
- • Fun, eye-catching packaging design
- • Cheeky online persona and engagement
- • "You can play with your food" mentality
- • Young and young-at-heart target audience
- • Colorful, vibrant brand identity
Digital Innovation Goals
- • Meaningful consumer engagement
- • Interactive brand experience
- • Cross-platform accessibility
- • Community building through gaming
- • Bridge physical-digital connection
Otees Rush Boat Ride: The Game Experience
Techsys Digital developed "Otees Rush Boat Ride," a boat-race-themed game that perfectly captures the brand's playful spirit. Players speed upstream through a river of milk while avoiding enemies and blasting through obstacles, creating an immersive experience that connects directly with the cereal brand's identity.
Game Mechanics
The game features intuitive controls and engaging mechanics that keep players coming back. The milk river setting cleverly references the cereal-eating experience, while the boat racing theme adds excitement and competition. Enemy avoidance and obstacle destruction provide varied gameplay that appeals to different player preferences.
Colour My World Campaign Integration
Supporting characters for Otees Rush were drawn from the brand's popular "Colour My World" campaign, demonstrating smart cross-campaign integration. This approach creates continuity across brand touchpoints and gives existing fans familiar characters to connect with in the gaming environment.
Character Development Strategy
Campaign Continuity
Leveraging existing "Colour My World" campaign characters
Brand Recognition
Familiar Otees munchkin characters for immediate connection
Visual Consistency
Maintaining colorful, playful aesthetic across platforms
Fan Engagement
Giving fans interactive experiences with beloved characters
Innovative Coin Collection and Upgrade System
Players collect Otees cereal pieces styled as gold coins to score points, creating a direct connection between the game currency and the physical product. This clever gamification strategy makes the brand's core product central to the gaming experience.
Game Economy Features
In-Game Store:
- • Purchase fancy new boats with collected coins
- • Special powers like extra agility
- • Enhanced ammunition capabilities
- • Multiple boat upgrade options
On-Pack Integration:
- • Unique codes on physical packaging
- • Instant points for boat upgrades
- • Bridge between physical and digital
- • Eye-catching on-pack visuals
Physical-Digital Integration Strategy
The unique on-pack codes create a powerful connection between the brand's physical products and digital presence. This integration strategy encourages product purchases while providing immediate gratification in the gaming experience.
Integration Benefits
- • Drives physical product sales through digital engagement
- • Creates immediate value for product purchases
- • Strengthens brand connection across touchpoints
- • Encourages repeat purchases for game advantages
- • Provides measurable ROI for marketing campaigns
Competitive Gaming and Community Building
The leaderboard system transforms individual gaming into a competitive community experience. Skilled players can rack up high scores to climb the rankings, while registration for the leaderboard helps the brand engage fans with exclusive prize opportunities.
Social Sharing and Viral Marketing
Social share functionality enables players to brag about their scores and challenge friends to compete. This organic sharing mechanism extends the game's reach beyond the initial player base, creating viral marketing opportunities through authentic user engagement.
Social Features
- • Score sharing across social platforms
- • Friend challenge functionality
- • Competitive leaderboard rankings
- • Achievement celebration posts
- • Viral marketing through gameplay
- • Organic brand exposure expansion
- • Community building around shared experiences
- • User-generated content creation
Multi-Platform Accessibility Strategy
To cater for the widest variety of players possible, Otees Rush was released as both a mobile app and a browser-based game via a custom-built microsite. This multi-platform approach ensures maximum accessibility regardless of device preferences or technical constraints.
Remarkable Launch Success
The game's launch exceeded expectations, with thousands of downloads via Google Play and Apple App Store in the first few weeks. The browser version attracted thousands more players, while the game trended in the top 10 on the Play Store for weeks.
Launch Metrics
Download Performance:
- • Thousands of mobile app downloads
- • Top 10 trending on Play Store
- • Weeks of sustained popularity
- • Strong cross-platform adoption
Engagement Results:
- • Thousands of leaderboard registrations
- • Active online gameplay community
- • High user retention rates
- • Strong social sharing activity
Setting New Standards for Brand Gaming
The Otees Rush Boat Ride project demonstrates how traditional food brands can successfully extend their identity into interactive digital experiences. The game's success sets new standards for brand-sponsored gaming and shows the potential for meaningful consumer engagement through play.
Future of Food Brand Digital Engagement
As consumers increasingly expect interactive brand experiences, the Otees game project provides a blueprint for how food brands can create meaningful digital touchpoints. The integration of physical products with digital gameplay opens new possibilities for customer engagement and retention.
Otees Rush Boat Ride demonstrates how innovative game development can transform brand engagement and create powerful connections between physical products and digital experiences.
Ready to take the Otees Rush Boat Ride? Play the game at oteesrush.co.za. Learn more about Techsys Digital's game development and brand engagement solutions.