Jimmy Brings needed to engage their customers during one of the most competitive seasons for alcohol sales – State of Origin. So we devised a simple in-browser mobile game that challenged players to kick a footy as far as they could using only their thumbs.

They didn’t need much encouragement: Jimmy Kicks was played 54,000 times in the first 24 hours alone.

per minute played
average engagement
in 3 weeks

While the fun was focused on engaging customers, sharing a Jimmy Brings discount code for every game played, Jimmy Kicks also needed to include Jimmy Brings’ numerous brand partners and sponsors. So we positioned brands in plain sight on billboards, blimps and sideline banners just like in real games.

With an average engagement time of over 4 minutes, each game played prominently delivered a blistering five brand impressions per minute.

In the fortnight leading up to game 1 of State of Origin, 14,000 players each played an average of 13 games of Jimmy Kicks, with the highest scorer locked-in for over 90 minutes of continuous game play. 2,305 discount codes were copied from the game coupled with 1,769 app opens.

Jamie Gagliardi – Head of Marketing, Jimmy Brings
Jimmy Brings
Nick Hunter
Jeremy Willmott
Pete Saladino
Greg Poole
Adam Demirel
Rob Hughes
Mike Funnell
Pawel Zawislak
David Way
Javier Castro
Jason Fidel
Matthew Perrott

Paper Moose acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
© Paper Moose 2022