Client: EMI / | Project: Gorillaz: Escape to Plastic Beach

Matmi worked with Emi and Gorillaz on an advergame release with the following objectives:

 Enhance the cyber reputation of the world’s 1st Gorillaz by pushing digital boundaries, showcasing their unique virtual attributes and digital prowess.  Promote the 2010 “Plastic Beach” by immersing fans (existing and new) in an experience of the album, its concepts, graphics & soundtracks  Reach new fans by appealing to game players  Introduce new revenue streams for EMI Music with paid-for apps

We created a digital experience of the Gorillaz album to transport fans and gamers into the band’s digital world. Players assume the role of Murdoc () as he harries the band to their hideaway at Plastic Beach. Matmi produced 2 free-to-play online games and the band’s website tempted players to purchase a 3rd as a 3D online game or mobile app, promoted with free downloads, Twitter, social networks, gaming sites etc. The 3 game suite was loaded free on the Experience edition of the album. Each piece of material was linked to another so that fans/players/listeners/viewers could choose their preferred route to experience the album as they wished.

Matmi provided PR for the game, obtaining reviews ad write-ups in gaming and digital marketing titles/sites; we also seeded the game out to our database of 3k+ contacts and planned the release to coincide with the iPad’s launch.Virtual Murdoc Niccalls, the band’s leader, came to life on twitter, Facebook, in press interviews and on-screen.

Results

 2.4 million game plays worldwide in the first 12 months  Thousands of mobile app sales too  26 years’ worth of online brand exposure in a single year

Technology Adobe Flash, Unity 3D

Platforms iOS, Android, Web

Awards Best Online Brand Develop (Big Chip) | Official Honoree (Webby Awards)