Advertising
Raise a Mootopian
The "Raise a Mootopian" Facebook app campaign was a creative initiative by the California Milk Processor Board and Goodby, Silverstein. Aimed at promoting the benefits of milk through engaging game mechanics, the campaign introduced consumers to Mootopia, a fantastical world highlighting milk's health benefits.
Overview
- 01 / Problem
- For got milk?'s Mootopia campaign, Goodby Silverstein and Transistor Studios built Raise a Mootopian, a Facebook game where players raise a creature by feeding it milk. It had to turn nutrition claims into a daily habit within Facebook's 2010 limits.
- 02 / Design Challenge
- Russ was one of three Flash developers and the interaction designer, contracted through Sun Consultants. He owned the Facebook integration, the end-of-game slideshow, analytics and the launch.
- 03 / Approach
- Game copy lived in XML with pronoun tokens, and he added reward IDs to bind copy to the database. For launch, the team cut the photo feature in writing and shipped reward wall posts instead.
- 04 / Outcome
- The game went live 4 April 2010, with Russ pushing it. Analytics were instrumented, but the game's own events were never confirmed in reports and no performance data survives.