Strategy - Kamila Gornia Design - Cameron Schultheis for Havas Worldwide Chicago Intern Project

1. Grow Babybel’s social media presence.
Give moms a reason to really like Babybel.
Create a Facebook/Mobile game where
mothers can play as Babybel.
CHALLENGE SOLUTION

2. • When looking at mobile usage among mothers,
up to 53% of their time is spent on playing games.
• Many moms use mobile games, even more use Facebook games – twice as
many moms play Facebook games than games on their mobile or tablet.
• 45% of mothers say that playing fun and casual games makes
them happier and feel smarter.
Insights
http://blog.games.com/2012/05/07/moms-facebook-games-gamehouse/
http://www.mobile-ent.biz/news/read/over-half-of-mothers-are-mobile-gamers/021788

3. Platform game (Facebook and mobile) where you play as Babybel.
An interactive game that integrates with social media will
keep moms interested in the brand. The game offers fun
content as an incentive to play.
Users can play a sample of the game, but in order to
“unlock” the full version they must Like the official Babybel
page. Babybel as the star character will give moms a
chance to experience more of Baybel’s unique personality.
Baybel’s larger than life attitude will be apparent in every
aspect of the game. This includes Babybel’s dialogue,
levels, in-game unlockables, and more.
The game will offer bonuses and upgrades as an incentive
to people who like, share, or follow Baybel on multiple
social media channels.
Interactive web banners will lead into page takeovers that
offer playable previews of the game. These banners always
lead to a full version of the game on Facebook and mobile.
Targeted facebook ads will also be utilized.
The levels will be themed to keep the game fresh and
exciting. The launch theme will be “Back to School.” The
game will be updated for future holidays and promotions.
Concept: Roll like Babybel
WHY A GAME?
INCREASING FANBASE
GETTING THE GAME OUT
MAINTAINING INTEREST
GENERATING INTEREST
HOW IT SPEAKS TO BABYBEL

4. THE GAME

5. Players can choose between the different Babybel flavors
of cheese. Each character has their own abilities and perks.
The beginning of the level starts with the player unwrapping
Babybel. This is a timed sequence that allows players to
unwrap Babybel any way they choose.
Baybel will say lines in relation to the context of the game.
For example, he could talk about how dizzy he is getting
while rolling. Or, “everyone wants to roll like me!”
As the player progresses through the game, they will earn
tips and tailored content in relation to the theme
(for example, Back to School tips).
Moms can share their high scores with friends on
Facebook. All accomplishments and scores are tracked and
stored on a leaderboard.
Moms that share the game on Facebook, and other social
media outlets can unlock new levels and upgrades for their
characters.
Tilt based controls will be available for the mobile version.
The mobile version also prompts the player to Like the
Babybel page.
Players will play as Babybel in an obstacle course. As the
game progresses, Babybel grows in size, increasing the
difficulty. The goal is to collect all themed items in the level.
Game Mechanics
CHARACTER SELECTION COMPETITION
SHARING
MOBILE
OBJECTIVE
UNWRAPPING
DIALOGUE
REWARDS
Facebook App and Mobile

6. TWITTER TIPS
WHAT IS IT HOW IT WORKS WHY IT WORKS
The Babybel Twitter will serve as the home of
“Roll Like Babybel” tips.
Users can tweet at Babybel with #RollLikeBabybel to
suggest future features and get tips on the game.
This will allow users to connect with the Babybel
character on a more personal level while interacting
with other players under the hashtag.

7. PAGE TAKEOVER
WHAT IS IT HOW IT WORKS WHY IT WORKS
Banner ad that leads into a page takeover
allowing the players to sample the game.
The game mechanics are the same as the full game,
but the page content makes up the obstacle course.
Items on the page can be collected. Babybel will speak
in relation to the page context (ie. fashion).
Moms can use this game as their back to school
checklist. It also engages them on sites they will
frequent during the back to school season.

8. WEB PROMOTION
WHAT IS IT HOW IT WORKS WHY IT WORKS
A Babybel homepage pop-up that promotes the
Roll Like Babybel game.
The pop-up opens upon visiting the Babybel page. The
pop-up shows a promo of the game and links to the
Facebook page or app store.
This will engage consumers that are interested in the
Babybel brand, but might not have exposure to their
social media presence.