The Co-operative has enlisted Manchester-based integrated marketing agency Refinery Marketing Communications to create a free app game to promote its Plan Bee Campaign.
Refinery, working in conjunction with Salford-based creative production studio Mi, produced the game as part of Plan Bee Campaign, which is an initiative highlighting the plight of the honeybee, whose numbers have drastically declined in recent years.
The game, called “The Pollinator”, features a superhero bee sent back from the future to save bees from extinction.
The free game is available for iPhone, iPad and iPod Touch and can be downloaded from The App Store.
Set to the Flight of the Bumblebee music, The Pollinator game challenges players to move through three outdoor scenes – countryside, garden and urban – collecting as many bees as they can, whilst avoiding dangers such as wasps, rain and Varroa mites, highlighting some of the hazards facing bees in real life.
Players can share their scores through Facebook and Twitter and compete to see who can save the most bees. The app communicates tips on how to help bees in your own garden, such as keeping plants well watered to ensure they produce lots of nectar for bees, which pop up at the end of each level.
It’s being promoted through PR, Facebook advertising and social channels, The Co-operative’s customer magazine and email marketing, on the brand’s website and at member events taking place throughout the summer.
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