Situation

Beiersdorf AG needs an attractive online game for the NIVEA brand to be realised as an integral part of the international classic NIVEA for Men advertising campaign. It should raise awareness, generate addresses and at the same time communicate the NIVEA brand in a friendly way.

Solution

NIVEA Football Mania is the first "real time" football championship on the net, with over 30 countries taking part worldwide. DDD have developed a mechanism whereby players anywhere in the world can meet and play an online match. Adverts were created specially for the internet and released into viral communities, helping to advertise the game. Several repeating mechanisms and an attractive prize (BMW 3 Series) caused the worldwide community of participants to grow exponentially, and ensured that players would return again and again.

Advantages

• International roll-out of unique design, development and programming
• Time and money were saved during the adapting stage
• Many addresses generated
• Supports worldwide positive view of the brand
• Positive effect of high level of international interest in the World Cup
• Superb participation rate (through viral marketing and intelligent game mechanism)