MILKRUN offers a great service that deserved more eyeballs. To generate further trial, app downloads, and greater awareness of the products it delivered, it needed an innovative way to get people on board and get some serious attention. We created KICKRUN, an addictive scrolling game that milked audiences* beyond the brand’s wildest dreams. (*we didn’t literally milk the audience, that would be weird).
MILKRUN wanted to score big with an innovative way to boost engagement, with footy season being a prime cultural opportunity to get the app in front of people’s thumbs: there’s no greater indulgence than groceries delivered to you so you can stay glued to a game. But the trick was: how do you tap into the sport without actually sponsoring a single game?
While many brands were out there buying up prime real estate at real footie games for a brief flash on screen, KICKRUN kept thousands of players engaging with MILKRUN’s partners for staggering amounts of time. It was a much easier way for brands to connect with potential customers, as space in the game made way more economic sense. For MILKRUN this meant increased trial, a pathway to revenue, and prolonged exposure for its partners.
Cue MILKRUN: a footy-inspired scroller that saw users kick a carton downfield, dodging obstacles like pros in an Australia / New Zealand-wide competition to see who could get the furthest, all while racking up points for a chance to win over $10,000 in prizes.
The game gave MILKRUN the perfect opportunity to tap into a cultural moment, aligning the brand with football season, while products available through the app appeared in the background. With such amazing dwell time, MILKRUN was able to sell ad space within the game, making it an innovative revenue generator. Users engaged with both the app and, while playing, kept their eyes on MILKRUN’s partners the whole time. Score!
In just one month, KICKRUN had players hooked. Nearly 700,000 games were played and the average player session was 6 minutes, 42 seconds. For the “skip ad” generation, that’s not a record - that’s a miracle!
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.