Good game as Matmi uses football to boost Asda sales

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Asda's football-themed viral game 'Make A Save' designed by Matmi

9:46 am, June 21, 2010
Good game as Matmi uses football to boost Asda sales

Macclesfield-based digital marketing firm Matmi has designed a football-themed viral game for supermarket chain Asda.

“Make A Save”, in which players try to save at least three of five shots over seven increasingly challenging levels, has been released to coincide with the World Cup. It will be seeded with social and game networks, and includes a Facebook Connect link.

Trevor Field, head of marketing for digital and financial services at Asda, said: “With more and more people playing games online and sharing information on social networks, ‘Make A Save’ seemed the perfect way to strike a chord with customers and get them involved in sport over the summer. Matmi’s track record in advergaming and integrating social media made them the obvious choice.”

Jeff Coghlan, Matmi’s managing director, said: “We’ve included a lot of different elements so that 'Make A Save' encourages extended play times and high return rates. Being able to post scores and challenge friends via players’ Facebook pages introduces a potent social media aspect to the game to boost the speed and reach of its viral spread. Combine that with our partnerships with top gaming sites, and you can instantly appreciate the awareness-spreading potential of this game for Asda. We have high hopes for a summer season of gaming success for Asda with ‘Make A Save’.”

The “Make A Save” game includes links through to Asda’s UK website and its “Love The Game” promotions on technology, football merchandise and party goods, such as takeaways and barbecue coals.

Matmi, which has been in business since 2001, has previously worked for Asda and claims that “socialisation and engagement are the new genre of online advertising”. Other clients include Cancer Research, Comic Relief, EMI Music (Gorillaz, Lily Allen, Iron Maiden), ITV and Vimto Soft Drinks.

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