London - Saatchi & Saatchi has launched a new game for T-Mobile to promote its newly launched price plan MyFaves, which offers unlimited calls and texts to your five favourite people.
An interactive team at Saatchi & Saatchi London came up with the concept and partnered Brooklyn-based games specialists SMERC to develop the game. SMERC clients include film studios and TV networks such as Comedy Central, Nacho Libre and Cartoon Network. They are probably best known for its South Park games.
In the new arcade-style MyFaves game, the player speeds around the city searching for the five MyFaves he has lost. As he finds his friends and family members, they join together to create a human ball enabling them to roll faster and faster before time runs out. Along the way the player searches for energy boosts and extra time.
Everyone who plays the game around the world will have their scores added to a giant online high scores table and is automatically entered into a prize draw.
The game was virally seeded by Go Viral and made available on the T-Mobile MyFaves website at www.t-mobile.co.uk/myfaves.
Phil Chapman, marketing director at T-Mobile, said, "MyFaves is a new T-Mobile service that puts people first. It makes it easier for people to stay connected to the five people closest to them on any mobile network or landline and we wanted to communicate this to a massive audience."
Neil Hughston from Saatchi & Saatchi said, "MyFaves is an innovative new service from T-Mobile that is sure to appeal to an age group used to connectivity. Games are a powerful way to connect with young communities and the human wheel creative for MyFaves already gave us a really funky game proposition.
"We approached SMERC as the best in class to work with us on creating something radical to support the launch and the result is this highly entertaining game."
MyFaves is the first and only price plan of its kind built around people and not minutes or text messages. T-Mobile customers on MyFaves can call, text or picture message the five people who matter the most for free, no matter what network they are on.
Saatchi & Saatchi also created a website featuring an innovative navigation system using the human ball. On 1st November T-Mobile launched a six figure multi-platform campaign to launch MyFaves spanning television, cinema, outdoor, online and in-store.