CASE STUDY: ECOBOY – INTERACTIVE MULTIMEDIA GAME

April 2011 ComAngle Studios Page 1 / 4 CASE STUDY: ECOBOY – INTERACTIVE MULTIMEDIA GAME

CASE STUDY: ECOBOY – INTERACTIVE MULTIMEDIA GAME

CLIENT: EGOSMEDIUM: InternetCAMPAIGN'S MAIN GOAL: Increasing young people's awareness concerning environmental and recycling issuesTARGET AUDIENCE: Teenagers in the age group: 12-18, teachers, people interested in ecologyOVERVIEWEnvironmental awareness of children and teenagers is one of the most crucial issues that affects the future of the environment and resources. Our client, conscious of that problem, implemented an educational program which enabled young people to explore the environment, discover its values and feel responsible for its protection. The program showed ways to conserve natural resources and intended to motivate young people to actively care for the environment. An educational game developed by ComAngle was a part of that project. In this game the players are supposed to make their town clean. EcoBoy gives them the opportunity to learn how waste segregation and recycling are done. The game was developed for Polish ecological organization in cooperation with the European Union.CAMPAIGN'S EXECUTION

EcoBoy is a flash educational game which demands the players to perform waste separation. It consists of 5 levels - each of them characterises in a different difficulty level and surroundings. Starting the game, the player is informed on the types of waste bins, then he scores points by the correct classification of the waste. Points may be positive or negative, if the player mistakes the bin. The player is motivated by scoring additional points in case he segreagates waste before the time limit. Another thing is that the best players can add their full name, school and grade to the EcoBoy Ranking.April 2011 ComAngle Studios Page 2 / 4 CASE STUDY: ECOBOY – INTERACTIVE MULTIMEDIA GAME

The game was posted on the web portal www.egos.pl and promoted on the popular youth and thematic portals. The players took part in EcoBoy not only to finish all the tasks but also to be included in the ranking of the best results, as the highest place was rewarded.Together with playing our game, the users could take part in an educational program which strengthened the effects of the whole campaign.CAMPAIGN'S RECEPTION

The EcoBoy game evoked positive feelings in the target group as the main character is a young, well-behaved skater boy with whom the young players can identify.

By playing a colorful and entertaining game, young people could be introduced to sustainable and environmentally friendly habits. The recycling process was presented as an activity which can be both fun and beneficial. Thus, the campain created positive connotations.

CAMPAIGN'S OUTCOME

The biggest group of players comprised of high school students (38%) while 28% of teenagers attending junior high schools played EcoBoy as well. Suprisingly, the game had also an impact on students and older players.

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Primary SchoolJunior High SchoolHigh SchoolStudentsOlder players

Another interesting fact is that female players were the majority (56%).

All together, 80% of teenagers from the target group played the EcoBoy game, which gives the total number of 13 419 players.

EVALUATION

The educational campaign due to its wide-range greatly affected the perception of waste segregation among the target group. Teenagers became aware of the problem and were shown that the whole process is not as demanding and time consuming as they may have thought. Numerous meetings and workshops gave them a chance to talk to ecologists, take part in experiments and ask questions whenever anything was not clear.

With the creation of the main character the whole campaign gained a more friendly image as EcoBoy became a new hero for the players. They perceived him as a person who is intelligent and interested in sports but also devoted to taking care of the environment which encouraged them to do likewise.

PROPRIETARY RIGHTS AND PROTECTIONOwnership of ComAngle

ComAngle owns all copyright and all other intellectual property rights in this presentation. Everything on this document is copyrighted unless otherwise noted. All Intellectual Property Rights and work and work results (including without limitation all Content) in and made for project shall be ComAngle proprietary.

April 2011 ComAngle Studios Page 4 / 4 CASE STUDY: ECOBOY – INTERACTIVE MULTIMEDIA GAME

Female playersMale players