Our strategy was to tap into the Glastonbury festival's unique culture and a sense of shared nostalgia to create a viral game that would generate buzz and drive pre-release orders for a "10-years of" DVD. Instead of a standard promotional site, we chose an interactive experience that captured the festival's spirit of endurance and comedic chaos.
The core of this approach was to design a targeted, retro-style game, the "Glastonbury Games¨, that was both highly relatable and addictive. By drawing inspiration from the classic '80s arcade game, "Track and Field," we created a simple, button-mashing mechanic that was easy to learn but difficult to master. This low barrier to entry, combined with a high level of difficulty, encouraged repeated play and a strong drive to compete.
We also designed the game to be an authentic and humorous reflection of the festival itself, basing the three levels on real-life experiences and memories. This ensured the content resonated deeply with the target audience. Finally, the promise of exclusive VIP tickets for high scores provided a powerful incentive for players to not only engage with the game but also share it, helping to organically seed the viral campaign and drive traffic directly to the pre-order page.
