H-03-27. Lipton Social Playground: ‘Crocodile’, a game for social media

Agency	Red Keds
Creative head	Vasiliy Lebedev
Author of idea	Red Keds
Product	Lipton community, Litpon tea
Description	Task: Come up with a five-minute social network game for playing with friends. Concept: The Crocodile game where users draw a word and their friends guess it. Implementation: For more varied gameplay, we added 5 extra playing modes. The rating system brings the competitive element to the game and allows players to earn fun achievement awards. The game's vocabulary is based on words related to Lipton Tea. Results: 1,22 million social media users (mostly on Odnoklassniki) and about 20,000 players a week up to the present. apps.facebook.com/igrovaya_tusovka vk.com/app3208535_2896222 odnoklassniki.ru/game/igrovaya_tusovka
Advertiser	Lipton
Team members	Creative director: Vasiliy Lebedev Art director: Ilya Sizov Copywriter: Danil Morozenko Designer: Aleksey Sekachyov Strategist: Natalya Naymark UX strategist: Yuriy Chizhov Producer: Dmitry Kotov Manager: Yuriy Naon Account director: Aleksey Bodrov

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