In brief
Project: the official video game of Chiara Ferragni, featuring her and her French bulldog Matilda — produced by Gamindo, developed by the founders of Dinobros
Year: 2021
Format: free pixel art web game, access with email registration
Objective: to measure how much lead generation a video game launched on social media can bring
Results: over 40,000 registered emails in the first 24 hours · more than 25 press articles (Corriere.it, Vanity Fair, GQ Italia, Ninja Marketing)
The game
“Rescue Matilda” is Chiara Ferragni's video game: over 40,000 registered emails in the first 24 hours from launch. Produced by Gamindo and developed by the founders of Dinobros, the project was born on social media as a bet: to find out how many contacts a simple video game would bring. The answer came immediately. In the video game, Chiara Ferragni and her dog Matilda are the protagonists. Free and accessible directly from the browser, all that is needed to play is email address registration. In the video game, little Matilda has been kidnapped by an alien hater; only the player, in the role of Chiara Ferragni's 8-bit avatar, can save her by overcoming obstacles. The video game concludes in about 10 minutes, but you can play as many times as you want to reach the top of the leaderboard.
Objectives and results
The project “Rescue Matilda” was born on social media as a bet. A challenge launched to find out how much lead generation a simple video game would bring. As is easy to imagine, the video game found plenty of space on social media, including on Chiara Ferragni's official profiles.
The return in terms of visibility was very satisfying. We are talking about over 40,000 emails registered for the game in the first 24 hours, with a press coverage of over 25 articles that spoke about the video game and those who created it, among many outlets: Ninja Marketing, Corriere.it, GQItalia, Vanity Fair.
The game was launched with a single Instagram story on Chiara Ferragni's profile: that was enough to bring in the 40,000 registrations on the first day. The project then generated press coverage of more than 25 articles, with pieces in Corriere.it, Vanity Fair, GQ Italia, and Ninja Marketing.
