iMedia 25 - 2011 East Coast Agencies to Watch

Carousel30's Profile

Carousel30

Washington, D.C.

Too often, branded interactions on Facebook come at a price. A user must first accept a laundry list of terms and conditions before they can actually use the branded app and determine for themselves if it lives up to the hype. But Carousel30 took a different approach with a smart strategy for The Nature Conservancy's Don't Move Firewood campaign.

First and foremost, Carousel30 built a solid, entertaining game. But clearly the agency put just as much thought into how users would actually find, play, and share the game. The result is that you don't have to download the app. Instead, you can simply play the game on its Facebook page, which is a great way to build awareness without asking users to give up anything more than a few minutes of their time. Of course, if the fun stopped there, the campaign probably wouldn't do much good in terms of building an audience and delivering the kind of user-data marketers crave. So to build on the experience, Carousel30 also created more involved Facebook games that do require users to share some of their personal information after they've already had the opportunity to have a positive experience with the brand.

In the aggregate, Carousel30 created multiple entry levels for users through casual games, allowing advocates to find a much deeper experience, while casual users can simply gain exposure to the message.

Carousel30 spins around the web from its Washington, D.C., headquarters.

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