Singularity Design and Fiskars Brands, Inc. Merge Backyard Gardening With Online Gaming

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Every day millions of people use their computer mouse to drive racecars, shoot zombies and play golf, but how many use it to trim a hedge or prune a rosebush? More than you may think, now that Singularity Design has created the Fiskars Prune To Win online game. The new game is part of the growing trend of "advertainment" that is rewarding consumers with fun in exchange for their attention and time.

Every day millions of people use their computer mouse to drive racecars, shoot zombies and play golf, but how many use it to trim a hedge or prune a rosebush? More than you may think, now that Singularity Design has created the Fiskars® Prune To Win online game.

The Prune To Win Game, available at http://www.fiskars.com/prunetowin turns a Web browser into a virtual backyard, complete with hedges, rose bushes, trees and other plants. This lush virtual greenery does what real plants do on a sunny summer day: they grow. Players can pick from four Fiskars® gardening tools (complete with the trademark orange handles) to use to prune back the growing plants before they completely take over the yard. Each type of plant can only be trimmed with only one type of tool, requiring players to rely on strategy rather than brute force clicking to get the highest scores. Players need to react quickly during each of three 30 second rounds because the plants keep growing faster and faster.

There are potential rewards of fame and fortune to keeping the backyard in control. Players completing the game are encouraged to submit their scores for a chance to win one of three deluxe packages of all of the Fiskars gardening tools used in the game itself. In addition to the potential prizes, the game continues a time-honored arcade tradition of maintaining the highest scores and displaying them with the players' initials for future players to see.

This fun game represents a new breed of online marketing vehicle that takes a multi-pronged approach to product marketing. Visitors are able to enjoy the free entertainment that comes from playing the game. The inclusion and repetition of the company's name and logo within the game helps reinforce brand recognition. The topical relation, of the game play to the product line, as well as the actual use of the product pictures and information within the game, serve to educate the consumer. Finally, the capability and encouragement to share the game with friends helps turn Web site visitors into an external marketing force of their own.

The new game is part of the growing trend of "advertainment" that is rewarding consumers with fun in exchange for their attention and time.

"The world is experiencing an unparalleled shift in the way advertising and marketing is handled" says Jeff Greenhouse, president of Singularity Design. "Traditionally, advertising was pushed on consumers by force, through billboards, TV commercials, magazines and radio ads. In many cases, consumers would have gladly foregone the advertisements and skipped them if possible. With technology rapidly making that possible, the new success stories will come from advertising that consumers actually want to experience. Games and branded entertainment will be a large part of that new paradigm."

Justin Bailey, associate brand manager for Fiskars, agrees. "We're very excited about the Fiskars "Prune to Win" game. It's a unique and fun way to get our products out in front of more consumers, and encourages them to pass the game along through our "send to a friend" link. The game also serves an educational purpose, in showing that different trees and plants need different pruning tools. This is a great opportunity for us to interact with our consumers in different way."

The Prune To Win online game will be available through September 2005 at http://www.fiskars.com/prunetowin

About Fiskars:

Fiskars Garden & Outdoor Living is a division of FISKARS BRANDS, INC., a global manufacturer and marketer of branded consumer and industrial products. FISKARS BRANDS, INC. is a wholly owned subsidiary of Fiskars Corporation, a Finnish corporation traded on the Helsinki Stock Exchange (HEX: FIS). Founded in 1649, Fiskars is one of the oldest companies in the world. Fiskars is the worlds leading manufacturer of scissors, gardening tools and cutlery, as well as other consumer products sold under the brand names including FISKARS ®, Gerber Legendary Blades ®, Royal ® Floor Mats, Home Leisure ®, Planterra ®, Power Sentry ®, Newpoint ®, Montana ®, Raadvad, Sankey and Ebert. For more information, visit http://www.fiskars.com/

About Singularity Design:

Singularity Design is an award winning design firm focusing in online and interactive development, and leader in the creation of finely crafted websites. Singularity offers a wide variety of distinctive solutions, carefully crafted to meet the needs and goals of each client and maintains a strong focus on client satisfaction. More information can be found at http://www.singularitydesign.com/

Contact Information:

Jeff Greenhouse

Singularity Design, Inc.

215-988-0025 (t)

215-636-0295 (f)

http://www.singularitydesign.com

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Jeffrey Greenhouse
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