Pod design created a "blog fodder" game that spoofed celebrities behaving badly, a favorite topic of blogs across the Internet. Peerflix is a P2P network for exchanging DVDs, making it a natural fit for Hollywood. In Peerflix Paparazzi, The user takes on the role of a paparazzi photographer tasked with capturing valuable shots of the scandal de jour. The better the picture taken by the user, the more money the user earns.

As Peerflix was a new company with a new product, the core objective of the viral marketing campaign was to build awareness of the brand and concept. To that end, the game attracted millions of unique visitors via unpaid media, received coverage in major magazines and online entertainment news site, and 5% of game players went on to visit the Peerflix main site, demonstrating the success or our mission.

Pod researched audiences that are rabid consumers of media and culture, discovered where they live online, what they chat about and what prompts reactions and buzz. For obsessed consumers of entertainment, celebrities behaving badly always yield an enormous amount of chatroom buzz and chatter. By creating a game built on pop-culture "hot buttons," we could spark chatter and forum postings on entertainment-related blogs, chatrooms, and websites.

Paparazzi attracted millions of unique visitors via unpaid media, received coverage in major magazines and online entertainment news site, and 5% of game players went on to visit the Peerflix main site, demonstrating the success or our mission. Within 90 days after launch nearly two million visitors played the game and were introduced to the brand name. The average length of each session on the website was approximately eight minutes. To date -- nearly seven months after launch -- over six million visitors have played the game and the site is still drawing active traffic.

Credit Information
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Client: Peerflix
Agency: Pod Digital Design
Budget: Undisclosed
Date of Campaign: Undisclosed
Case Study URL: http://www.peerflix.com/Paparazzi/