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Case study

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Nicola Kilgallon
Nicola Kilgallon

An association of alcohol companies partnered with an ad agency to create an online game to educate young people about safe drinking. Rather than traditional classroom lectures, the game approached the topic in an engaging way. Players found it fun and recommended it to their friends. It was successful, with 93% of players saying they would suggest it to others. The game was informed by an understanding that its target audience prefers interactive digital content over lectures.

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Case study: Alcohol education gets flirty http://www.cohnwolfe.com/en/case-studies/alcohol-education-gets-flirtatious Enterprise and Prevention an association of over 20 alcohol companies and Cohn and Wolf has designed a new way to teach young people about safe drinking. Rather than go into classrooms they designed a new online game. 93% of people that played it said they would recommend it to their friends and it won a SABRE award. This is an example of market analysis as the companies obviously know that the target audience (18-24 year olds) is more likely to play video games and go online for social networking- where you can find the game. There is also an example of marketing strategy in this case study. The audience are learning but they want to learn because they are having fun while playing the game. While they are playing the game it may think about their own drinking habbits and how they act/behave when they have been drinking. It is informing the audience about being safe but they will continue to learn as it is not being lectured into them. You can also find a lot of managing the message in this case study. The game is telling it’s audience that is better to be safe when drinking. The game will teach the young people to be safe, how to be safe and what will happen if they are/aren’t safe while drinking. There is also some positive publicity in the game. As the game is fun and not a lecture it makes the audience want to play and tell their friends to join in. As the audience is often using social networking sites like Facebook and Twitter they can share and tell hundreds of friends online.

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Case study

  • 1. Case study: Alcohol education gets flirty http://www.cohnwolfe.com/en/case-studies/alcohol-education-gets-flirtatious Enterprise and Prevention an association of over 20 alcohol companies and Cohn and Wolf has designed a new way to teach young people about safe drinking. Rather than go into classrooms they designed a new online game. 93% of people that played it said they would recommend it to their friends and it won a SABRE award. This is an example of market analysis as the companies obviously know that the target audience (18-24 year olds) is more likely to play video games and go online for social networking- where you can find the game. There is also an example of marketing strategy in this case study. The audience are learning but they want to learn because they are having fun while playing the game. While they are playing the game it may think about their own drinking habbits and how they act/behave when they have been drinking. It is informing the audience about being safe but they will continue to learn as it is not being lectured into them. You can also find a lot of managing the message in this case study. The game is telling it’s audience that is better to be safe when drinking. The game will teach the young people to be safe, how to be safe and what will happen if they are/aren’t safe while drinking. There is also some positive publicity in the game. As the game is fun and not a lecture it makes the audience want to play and tell their friends to join in. As the audience is often using social networking sites like Facebook and Twitter they can share and tell hundreds of friends online.