The creative studio was commissioned to create a digital activation to complement Ted Baker’s 2017 Valentine’s Day campaign, Love Bites. SMACK have developed a desktop and mobile responsive game hosted on the Ted Baker website, available for customers to play on mobile, desktop and tablet.
Launching on 6th February, the campaign will be rolled out in the UK, USA, Germany, France and The Netherlands until 14th February. SMACK is also creating supporting social video content for the campaign which will launch on Ted Baker’s popular social channels.
The Love Bites game features three Chatter teeth characters – silver tongued bachelor Chatterup Charles, love sick Broken-hearted Bill and flirty Footloose Fran. In order to score points users must click in time to grab Ted’s beloved accessories, such as heels, shoes and handbags from the character’s mouths as they move up and down on their plinths at random speeds. If a tap or click is made when the teeth are closed, the screen shakes to show that the user has been bitten and the game freezes for one second.
Users have 30 seconds to grab as many items as possible. Once the time is up, scores are calculated and the player can see how they fared on the global leader board. Users can then submit their name and email address in order to have their score officially recorded in the global rankings and be entered into a draw for the chance to win daily prizes or the grand prize of a £1,000 shopping spree at Ted Baker.
Discussing the campaign, Lubna Keawpanna, SMACK’s creative director said: “This is the fourth time we’ve worked with Ted Baker on their Valentine’s Day campaign and as ever the brief was to create something as original and in keeping with its signature style.”