The online game, called 'Escape the Fear', was produced by branded entertainment agency Matmi and recently reached a 2m play milestone, as Lily Allen's single and album stand atop music and iTunes Store charts in the UK and US.
The game is based on the lyrics of 'The Fear' and the single is the game's soundtrack, as users control a cartoon version of the singer around several obstacles, including paparazzi and credit card throwing bankers.
Allen's record label Parlaphone, which helped produce the game, said users are visiting the site with an average dwell time of nearly five minutes, meaning the track is heard more than once.
According to Matmi, the game has three times topped the Viral Group's Viral Chart, which tracks performance and traffic of online games. 'Escape the Fear' is currently sixth.
Jeff Coghlan, managing director of Matmi, said: "Consumers are sick of online advertising because it doesn't have any intrinsic value.
"When it's done properly, branded entertainment like 'Escape the Fear' has very high value and gives consumers an opportunity to interact with the brand as well."
"When consumers endorse the material by passing it on, the positive influence of the brand is nine times more powerful than an advert."
Lily Allen's single 'The Fear' shot to the top of the UK singles chart three weeks ago and has retained the No.1 since, while her album also debuted at No.1.
The single and album also top the iTunes Store charts in numerous countries worldwide, notably the US.
The outspoken singer is currently involved in an online row with celebrity blogger Perez Hilton and have been hurling expletive laced insults at one another on social networking website Twitter.
Read more about the feud here on Brand Republic's Celebrity Sell Out.
Comments
just goes to show that when you have good brand currency and fame, you can produce any old toss and it can work. this game is absolute off the shelf garbage. the playability of an a-level it project.
The two links above about the spat go nowhere...?
Kate, if this game is as bad as you think why did it get to the number one of the viral chart at Christmas \(the hardest time to get a number one), why has it been played more than 2 million times.
The game is not off the shelf but was a bespoke game that took 1.5 months to make. It has been a major success and helped Lily reach a new audience.
It has been featured on the majority of the major gaming and entertainment portal home pages at no charge because they really love the game. It has the average game play time is 4.5 minutes and has driven thousands of people to purchase the song and the album.
Maybe it is not to your taste, but to say it has the playability of an a-level it project is a little harsh.
As you may have gathered I am from Matmi, who produced the game. We are world leaders in producing branded entertainment. We have been making games for many years and have had some of the most successful virals of all time.
I think we have the experience and knowledge to know how to make a successful viral game.
PS If you do know of any a-level students who can produce a game of this standard, please ask them to contact us as we need more staff ;)
@ Jeff - good work - fine mini game !
NH - 19/02/2009
well said, jeff. now over to you, kate. or just keep quiet, maybe.
touched a nerve?
your logic is flawed, Jeff. I'm not saying it didn't get lots of people playing it. I'm just saying it's gash. Popularity doesn't make it any good, Jeff. It's not a good game. Loads of people wear UGG boots and read the Daily Mail, it still doesn't make them credible. Direct response advertising gets people to phone elephant.co.uk and claims direct, i'd still be royally embarrassed to have made them.
On top of this, any success it did have was based on the fact that Lily Allen is massively popular, EMI are doing a very good job of PRing her, and she has a penchant for being in the news. you can't take that as any reflection of how good the game is. How many players do you think it would have had if it featured Marillion?
If this is the cutting edge of branded game design, it's no wonder brands are being so slow to take it up. If you're the 'world leaders' and that's a high point of your output, it only goes to show how far the industry has to go.
I love your assertion that your game has helped Lily Allen find a new audience. Really? Or maybe Lily Allen has allowed your donkey kong copy to find an audience?
As for your last point, yes, you probably do need some new staff. Try a school, they'll like your emoticons.
Really appreciate the healthy debate. We will never please all the people all the time but we think we are doing a pretty good job. Maybe you will enjoy our other games www.matmi.com
Enjoy and have a great weekend \(with the Sunday Mail?!)
Best regards
Jeff
Kate - you have missed the point. I am not from either brand or agency just interested in the whole area. It's about what works for that brand and gets results. It's not about good or bad, or winning awards as so many agencies are obsessed with. It's about what sells or achieves what the brand/company/person wants to achieve...be it crap Daily Mail or edgy Brand X...IMHO it's what works for them that an agency/team need to focus on!
"it's not about good or bad"
Of course it is. DIdn't we all get into the industry to make good work? Surely as professionals in the marketing industry our desire is to do work that is both effective and creative? Both impactful and original? Both long-term brand builidng and short term responsive?
I'm not trying to say that effectiveness is uninmportant - far from it. Anyone who praises good work that has no effect is is a cretin, but equally, praising weak creativity , even when it is claimed to be effective is missing the point of why the majority of us got into the business in the first place.
That's why you are 'in the industry', not a brand owner or in business. Businesses and brands go to agencies for help to achieve results.
I personally think it's great! Who wouldn't relish the chance to "virtually" drown Lily Allen and her lack of talent??
Great work on Matmi's behalf!
I love a girl who says gash
Comments
Kate Ritchie - 19/02/2009
just goes to show that when you have good brand currency and fame, you can produce any old toss and it can work. this game is absolute off the shelf garbage. the playability of an a-level it project.
John Gallen - 19/02/2009
The two links above about the spat go nowhere...?
Jeff Coghlan - 19/02/2009
Kate, if this game is as bad as you think why did it get to the number one of the viral chart at Christmas \(the hardest time to get a number one), why has it been played more than 2 million times. The game is not off the shelf but was a bespoke game that took 1.5 months to make. It has been a major success and helped Lily reach a new audience. It has been featured on the majority of the major gaming and entertainment portal home pages at no charge because they really love the game. It has the average game play time is 4.5 minutes and has driven thousands of people to purchase the song and the album. Maybe it is not to your taste, but to say it has the playability of an a-level it project is a little harsh. As you may have gathered I am from Matmi, who produced the game. We are world leaders in producing branded entertainment. We have been making games for many years and have had some of the most successful virals of all time. I think we have the experience and knowledge to know how to make a successful viral game. PS If you do know of any a-level students who can produce a game of this standard, please ask them to contact us as we need more staff ;)
Gordon Macmillan - 19/02/2009
The links work for me?
AwallafaShagba - 19/02/2009
@ Jeff - good work - fine mini game !
NH - 19/02/2009
well said, jeff. now over to you, kate. or just keep quiet, maybe.
Kate Ritchie - 20/02/2009
touched a nerve? your logic is flawed, Jeff. I'm not saying it didn't get lots of people playing it. I'm just saying it's gash. Popularity doesn't make it any good, Jeff. It's not a good game. Loads of people wear UGG boots and read the Daily Mail, it still doesn't make them credible. Direct response advertising gets people to phone elephant.co.uk and claims direct, i'd still be royally embarrassed to have made them. On top of this, any success it did have was based on the fact that Lily Allen is massively popular, EMI are doing a very good job of PRing her, and she has a penchant for being in the news. you can't take that as any reflection of how good the game is. How many players do you think it would have had if it featured Marillion? If this is the cutting edge of branded game design, it's no wonder brands are being so slow to take it up. If you're the 'world leaders' and that's a high point of your output, it only goes to show how far the industry has to go. I love your assertion that your game has helped Lily Allen find a new audience. Really? Or maybe Lily Allen has allowed your donkey kong copy to find an audience? As for your last point, yes, you probably do need some new staff. Try a school, they'll like your emoticons.
Jeff Coghlan - 20/02/2009
Really appreciate the healthy debate. We will never please all the people all the time but we think we are doing a pretty good job. Maybe you will enjoy our other games www.matmi.com Enjoy and have a great weekend \(with the Sunday Mail?!) Best regards Jeff
Rich Kay - 20/02/2009
Kate - you have missed the point. I am not from either brand or agency just interested in the whole area. It's about what works for that brand and gets results. It's not about good or bad, or winning awards as so many agencies are obsessed with. It's about what sells or achieves what the brand/company/person wants to achieve...be it crap Daily Mail or edgy Brand X...IMHO it's what works for them that an agency/team need to focus on!
Kate Ritchie - 20/02/2009
"it's not about good or bad" Of course it is. DIdn't we all get into the industry to make good work? Surely as professionals in the marketing industry our desire is to do work that is both effective and creative? Both impactful and original? Both long-term brand builidng and short term responsive? I'm not trying to say that effectiveness is uninmportant - far from it. Anyone who praises good work that has no effect is is a cretin, but equally, praising weak creativity , even when it is claimed to be effective is missing the point of why the majority of us got into the business in the first place.
Rich Kay - 20/02/2009
That's why you are 'in the industry', not a brand owner or in business. Businesses and brands go to agencies for help to achieve results.
MsPacman - 20/02/2009
I personally think it's great! Who wouldn't relish the chance to "virtually" drown Lily Allen and her lack of talent?? Great work on Matmi's behalf!
David Bowie - 24/02/2009
I love a girl who says gash