Savoury snack brand Mattessons Fridge Raiders has partnered with the world’s biggest gaming franchise, Call of Duty, for the launch of Code Strike, a mobile game that will test gamers’ code breaking skills.

The promotional campaign supports the global launch of Call of Duty WWII. It was created by Saatchi & Saatchi London.

Special promotional Call of Duty packs of Fridge Raiders will also be available on shelf with UK exclusive 2XP codes which will enhance the gaming experience. These codes can only be redeemed by downloading the Code Strike app.

Set within Bletchley Park during WWII and created in partnership with Bletchley Park Trust and The National Museum of Computing, Code Strike features numerous puzzles which have all been specially designed to test key abilities required to be a real code breaker, such as: reaction speeds, memory recall and reasoning plus computational thinking.

The game has been designed to reflect and celebrate Britain’s history of code-breaking and in particular the efforts of the Allied war effort during WWII. In 1942, Bletchley Park recruited a team of code breakers with a cryptic crossword featured in The Daily Telegraph. It was in this iconic location that Alan Turing, regarded as the father of modern computing, and other Allied code breakers broke the German Enigma code.

Included within Code Strike is a hidden challenge that only the most capable of code-breakers will be able to unlock. In partnership with Cyber Security Challenge UK, an initiative established to strengthen the national pool of cyber skills, 15 elite codebreakers will be fast tracked to a prestigious face-to-face competition, and could even be recruited into the next generation of cyber defenders.

Building on last year’s campaign, Snacker Hacker, which taught 70,000 coding lessons to teen gamers, this initiative is the fourth campaign from Fridge Raiders to target the gaming community.

Alastair Gibbons, Senior Brand Manager at Mattesons brand owner Kerry Foods, says: “Our ambition is to make fridge raiders to gaming what popcorn is to film. Over the past five years we’ve seen significant commercial and brand-health growth from targeting gamers and we’re excited to see the success of our Call Of Duty partnership over the next coming months.”

Will John, Creative Director at Saatchi & Saatchi London, adds: “We’ve always looked to collaborate with gamers, to showcase their creativity and skills. We’ve let them co-create a meat-snacking helmet. We’ve helped them develop an A.I. robot. We’ve even taught them how to code. Now we’re powering them up into code breakers.”

The campaigns are rooted in research that revealed that 61% of UK teens game and snack after school – and that when they get home, they open the fridge door first. This latest work supports Mattessons’ ambition to make Fridge Raiders the ultimate protein-rich gaming snack for hungry teens.

To launch Code Strike, three 30 second films have been created for VOD and Social, targeting gamers on Twitch and gaming YouTube channels and will also appear at DOOH sites at Tesco and ASDA stores nationwide as well as in selected Student Unions.

Continuing the relationship with YouTuber Ali A, which began with the successful FRHANK campaign for Fridge Raiders in 2014, Mattessons has created a Facebook live event to launch the app.

The Code Strike APP is available now to download on iOS and Android.

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UK pub and restaurant chain Mitchells & Butlers is delivering an interactive mobile experience incorporating gameplay to attract new visitors during the Euro 2016 football tournament.

The new online campaign is centred around the Mitchells & Butlers Green Card app, powered by Eagle Eye Solutions, the SaaS technology company that validates and redeems promotions in real-time, and is driven by technology from 3radical, whose Voco software platform already delivers interactive digital experiences for brands such as Dell, Zizzi, Visit Scotland and British Land.

Mitchells & Butlers is using the new technology to engage its customers in a fun and interactive way, starting off with a virtual bingo card game. The plan is to combine mobile and social experiences across its Sizzling, O’Neill’s and Crown Carveries brands.

This latest activity sees consumers access a virtual bingo game within their existing Green Card app, driven by 3radical Voco.

When users of the Green Card App click to play they receive a unique QR code, generated in real-time by Eagle Eye. Once scanned at the till in an outlet, this code unlocks squares on the customer’s bingo card with the flags of the two teams playing at that time.

After a line, row or full card of flags is unlocked players are sent a reward voucher (for example, for a free beer with a main course) which is saved in the wallet within the app.

Players will also have a chance to win a variety of prizes including a weekend break in the capital city of the winning country of the Euro 2016. Sharing the game via social sites such as Facebook and Twitter and answering quizzes about themselves will allow players to earn entries into other competitions to win additional prizes.

Tens of thousands of teams have already been unlocked by players, and a large population are also engaging with the other aspects of the interactive experience such as social sharing and quizzes.

Ben Riding, Marketing Manager, Sizzling Pubs, said: “As part of our commitment to our pub goers, we are keen to make experiences as exciting and interactive as possible. We see this new campaign as a significant innovation in the way pubs encourage new visitors and a way to encourage repeat visits and ongoing customer loyalty. The new campaign also allows us to collect data that can help us take a more personal approach to how we communicate with our customers.”

Phill Blundell, CEO of Eagle Eye, says: “The Green Card app has seen great success over the last two football seasons driving customers back into the pubs and increasing loyalty through real-time rewards and personalised offers. This new addition of the bingo game around the Euros will be a fun way for consumer to interact with the brand as well as generate new real-time data for M&B to use as part of their re- marketing activities throughout the tournament and beyond.”

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Molson Coors, one of the UK’s biggest brewers, has announced a new partnership for its award-winning loyalty programme, iPint, with Football Manager, the best-selling football management simulation game.

As part of Carling’s strategic partnership with Football Manager, the app will now include a new and exclusive Football Manager quiz which rewards players with cashback prizes. Players compete for a spot on the weekly leaderboard by answering five football-related questions within a ten second time limit. The top ten highest scorers win £10 deposited straight into their bank accounts.

Alpesh Mistry, Customer Marketing Director at Molson Coors, says: “iPint continues to go from strength to strength with research showing 75% of all engaged iPint users have visited the app more than ten times in 2016. Our new partnership with Football Manager is the perfect example of how we are leveraging fantastic relationships with like-minded brands to generate consumer excitement and increased loyalty in the beer category.”

Mistry adds: “Our long-term objective is not only to build the most significant loyalty app, but to continue to ensure we utilise relationships with a number of key partners to unlock value for our customers both in the on- and off-trade.”

Miles Jacobson, Director at Football Manager, says: “It’s hard to imagine two brands that go together as well as Carling and Football Manager. The Carling Weekly Quiz promotion is a perfect example of both teams bringing something to the party and we’re looking forward to working together on a number of similar projects with the Carling team.”

Molson Coors continues to strengthen ties with iPint’s existing partners to give consumers access to even more exclusive rewards upon the purchase of Carling four packs. Prizes and rewards include cashback, 30% off Sky Sports day passes from NOW TV, 25% off bills at Sizzling Pubs and the chance to win a £1,000 holiday getaway.

Carling iPint has previously been ranked as one of the top 25 all-time free apps for the iPhone. The revised iPint app was developed in partnership with mobile agency Hi Mum! Said Dad and is available for download from the Apple App Store and Google Play Store.

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King Digital Entertainment launched the latest installment of its global mobile gaming phenomenon, Candy Crush, in London last week with a specially-built adult bouncy castle, ‘Bouncingham Castle’.

Billed as the world’s first super-sized, multi-sensory bouncy castle especially for grown-ups, the installation opened on London’s Southbank to celebrate the launch of Candy Crush Jelly Saga. Adult passers-by and game fans were invited to fully immerse themselves in the competitive game modes as they take on the Jelly Queen in her royal residence and jelly-themed world.

Singer, presenter and Candy Crush fan Alesha Dixon was on hand to illuminate ‘Bouncingham Castle’ and be the first to show off her “jellylicious” moves.

Bouncingham Castle encompassed a range of multi-sensory elements, emitting fragrant, raspberry jelly-scented clouds from within its walls and making noises from the game when jumpers bounce on certain candy squares.

Andreas Olofsson, Lead Producer on Candy Crush Jelly Saga, commented: “This is the perfect setting to bring the new competitive play of Candy Crush Jelly Saga to life as we give the public a chance to show their best moves, bounce and reign supreme over the new in-game opponent, the Jelly Queen. A fitting celebration that embodies the excitement and fun that we aim to achieve in our games.”

The castle, which appeared to be made up of hundreds of blocks of raspberry and lime jelly, stands at seven metres high and eleven metres wide, as tall as a house and the length of a double decker bus. It took a team of 25 people from Global brand experience agency Jack Morton Worldwide, who worked with integrated communications agency Brands2Life and PR agency TVC on the campaign, six weeks to put together.

It was open to the public from Thursday March 3rd 2016 to Saturday March 5th.

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