In a world with an app for everything, the team at RS&E helped the educational game TunnelTail rise to the top. RS&E was part of a multidisciplinary team tapped to launch TunnelTail in the fall of 2012. Developed by the BEST Foundation, stemmed from Nancy Reagan’s “Just Say No” campaign, the TunnelTail game took a “learning through play” approach, designed to teach kids the skills they need to stand up to peer pressure.
Originally known throughout the agency as the “Unnamed App Project”, RS&E was intimately involved in the branding of the game– from the creation of the app name and tagline, to the design of the logo itself. In addition to the baseline for all creative elements, we developed app store graphics, branding and promotional elements and game trailer. Our creative recommendation involved a whimsical approach that utilized a real mouse rather than game-play images. By contrasting lighthearted photography with darker, fantasy-style game imagery we avoided alienating gamers who prefer only a certain type of game.
Following the launch of the newly-named game, RS&E led the purely online advertising campaign targeted to a notoriously difficult-to-reach audience, 9-14 year olds. The campaign utilized traditional and interactive units including direct-to-download mobile advertising. In just three months, we prompted over 85,000 downloads. The game was also selected as a finalist in the 2012 Serious Games Showcase & Challenge and has over 2,500 Likes on Facebook.
~ Originally published on the RSE blog.