1. Mobile Ad Games – The Killer Ad?
Michael Schade, CEO & Co-Founder
FISHLABS Entertainment GmbH
Mobile Squared, London, September 2010
www.fishlabs.net

2. ABOUT FISHLABS
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3. 24 MIO iPHONE GAME DOWNLOADS
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4. VOLKSWAGEN POLO CHALLENGE
 Task: Create a quality racing game for the new Polo within 3 months
 Idea: Take existing assets, beef them up, leverage existing reputation
 Scope: 6 detailed tracks in urban and country side environment
 Achievements:
 #1 in 21 countries
 2.5m downloads, still 3k new users daily
 Average play sessions 4, play time 3 min
 500,000 hours of brand engagement
 33,000 views on YouTube
www.fishlabs.net

5. VOLKSWAGEN SCIROCCO 24H CUP
 Task: Build on the success for Scirocco R at the Nürburgring 24h race
 Idea: High-speed racing game targeted to young male audience
 Scope: Short circuit inspired by the “Green Hell”, Multiplayer
 Achievements:
 #1 in 18 countries
 2.5m downloads, still 5k new users daily
 Average play sessions 3, play time 5 min
 625,000 hours of brand engagement
 60,000 views on YouTube
 17,000 brochures ordered
 9,000 test drives requested
www.fishlabs.net

6. BARCLAYCARD WATERSLIDE EXTREME
 Task: Continue the highly successful “Waterslide” TV campaign on iPhone
 Idea: Players twist and tilt their way through a giant waterslide
 Scope: 9 different 3-D waterslides in urban environment
 Achievements:
 #1 in all 80 Apple countries for two weeks
 Back in the Top 10 after 24 weeks
 Average play sessions 3, play time 1,35 min
 18m downloads still 25-35k new users daily
 1,215,000 hours of brand engagement
 Most successful ad game ever
 48,000 views on YouTube
 Massive media coverage (52k Google hits)
www.fishlabs.net

7. LOTS OF EYEBALLS
Downloads p. Week
2,000,000
1,800,000
1,600,000
1,400,000
1,200,000 VW Polo Challenge
VW Scirocco R 24H Challenge
1,000,000 VW Think Blue. Challenge
VW Touareg Challenge
800,000
Waterslide Extreme Game
600,000 Rollercoaster Extreme Game
400,000
200,000
0
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49
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8. TAKE AWAY
Mobile is
 a global medium
 personal, hence emotional
 viral
 pull not push
 premium
 interactive
 competitive in many ways
 key to reach out to the
young generation
www.fishlabs.net

9. Thank you for listening!
michael@fishlabs.net
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