Bully! Continues to Gamify Customer-Brand Interaction
Bully! Entertainment Adds to Arsenal of Gamified Experiences with Release of Pele: King of Football Mobile Game and Kellogg's® The Amazing Spider-Man 2™ Web-Slinging Augmented Reality Experience
Currently featured in the iTunes App Store, Pelé: King of Football is a flick-to-kick football/soccer game featuring streamlined gestural controls, 800+ scenarios and exclusive interviews with the football legend himself. The game follows in Pelé’s footsteps as users must play through the favelas of Brazil all the way up to the grandeur of the World Stage. Play modes include Pelé Blitz where the user goes up against players around the world in an online competition that occurs every 20 minutes, 24 hours a day. Hundreds of uniform, hairstyle and hat combinations allow users to customize their characters; physics-defying power-ups help with tricky levels; and sharable screen-captures of winning goals give Facebook users something to brag about.
“The Pelé game, coupled with World Cup fever, was a great opportunity to create a branded experience for a global audience. The more we can leverage mobile technology and use game techniques to create sustained engagement, the broader and more enthusiastic the audience for our marketing clients,” says Carlson Bull, founder and creative director of Bully! Entertainment.
Bully! is currently in production on a creature-based fighting game scheduled for mobile release Q4 2014 and another, in pre-production, slated for Q1 2015.
A recent branded experience Bully! created with Catapult Marketing,Kellogg's® The Amazing Spider-Man 2™ Web-Slinging Game gets you right into the action. Using Augmented Reality, consumers take on Spidey's powers and POV to battle Oscorp drones in their living rooms. By picking up Kellogg's products printed with special AR markers, consumers can unlock additional levels, including the chance to do battle with the movie’s villian, Electro. Additionally, a “snap and share” feature gives users the ability to capture a picture of a friend suited up in any of the 5 sharable Spidey poses, and post across Facebook and Twitter.
“We're seeing the lines between 'advertising' and 'games' continue to blur. Marketers are increasingly gamifying their own content, or partnering with content creators to increase customer engagement,”
The Web-Slinging game is a follow up to the 2014 Webby Awards Digital Campaign Honoree, the Kellogg's® Man of Steel™ app, also created with CatapultRPM. Like the Spider-Man game, the Man of
Steel app was designed to engage consumers with Kellogg's products and connect them with sharable content developed around WB's blockbuster feature.
“Opportunities to offer brands more immersive, visceral and impactful experiences are popping up every day. From Augmented Reality to gestural tracking and wearables, these new canvases allow brands to ore effectively connect with consumers,” says Bob Berkebile, VP of Tech and Innovation at Bully! Entertainment.
ABOUT BULLY!: Founded in 2006 as an animation and game-design studio, Bully! Entertainment has grown into a premier developer of innovative brand experiences worldwide. Focused on storytelling through emerging technology, Bully! has created lasting consumer engagements for brands as diverse as Disney, Nike, Ford, Volkswagen, Fisher Price, P&G, and Kellogg’s.
The studio’s current work continues to push the envelope in Augmented Reality and explores how Leap Motion, Oculus Rift and other emerging technology can be used to drive engagement – and, more importantly, how content for these engagements will be designed to address the upcoming sea-change in global media consumption.
Bully! is located in Baltimore, Maryland.