In brief
Client: Big Jellyfish, Prime Video's agency for the launch of the first season of "LOL - Chi ride è fuori"
Year: 2021
Format: custom web advergame in pixel art, playable from a browser on any device
Goal: brand awareness of the show in the launch campaign
Result: shared on the official social profiles of the contestants and of Prime Video, with coverage in industry publications
“LOL - The Game” is the advergame created by Dinobros, commissioned by the agency Big Jellyfish, for the launch of the first season of “LOL - Chi ride è fuori”, the Prime Video show. The game was integrated into the launch communication strategy and remained active throughout the campaign months. In the video game, the protagonists and the stage were faithfully replicated in pixel art, following the references provided by the client and previewing the episodes. The structure of the video game puts the player in the shoes of the hosts, with the goal of identifying the characters who are laughing.
The advergame is structured to be accessible from a browser on any device and features a simple and intuitive game mechanic: in the first part, the player only needs to click on the avatars of the celebrities who are laughing on screen, and in the second part, the "challenge" moment from the show is replicated, where the player must make the character laugh by clicking on the amused emojis surrounding them.
The 10 contestants from the first edition featured in "LOL - The Game" are: Stefano Belisari (Elio e Le Storie Tese), Caterina Guzzanti, Frank Matano, Pintus, Pasquale Petrolo (Lillo and Greg), Michela Giraud, Luca Ravenna, Ciro and Fru from The Jackal, Katia Follesa), plus the hosts, Fedez and Mara Maionchi.
The primary goal of “LOL - The Game” is integrating the brand awareness of the show through a video game. This goal was reinforced by the virality of the advergame, which was shared on social media by the official profiles of the contestants and Prime Video.
Goals and results
The primary goal was to integrate the brand awareness of the show with a playable experience within the launch campaign. The push came from virality: the advergame was shared on the official social profiles of the contestants and Prime Video, and covered by industry publications that talked about the project and its creators.
