Software group uses Cluedo drive to highlight piracy

by Joe Lepper, Brand Republic 12-May-06, 08:00

LONDON - The Business Software Alliance has launched a viral marketing campaign based on classic board game Cluedo as part of its campaign to stamp out software piracy.

The game, which has been developed by Banner in conjunction with Cluedo's owners Hasbro, involves players taking the role of a managing director moving from room to room in an office, working out how illegal software was allowed to proliferate.

The game is being sent to workplace email addresses and has a direct marketing element, encouraging players to visit a BSA-run website that uses a fictional character called Sam to help firms with software problems.

It also urges players to report software piracy, even in their own firm, and encourages people to enter a prize draw to win a raft of well-known licensed software, such as Adobe Photoshop Elements, Apple iLife'06 and Corel Paint Shop Pro X.

Key messages the BSA is looking to promote are the cost to software firms of piracy and the risk to users such as viruses.

Siobhan Carroll, BSA northern Europe manager, said: "We created the game to illustrate the issue in an engaging way that is directly relevant to everyday office. The game provides the warning signs to help businesses and their employees spot, and guard against, illegal software."

A spokeswoman said that the viral marketing is being backed with face-to-face marketing at Victoria Station, London.

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