Trading cards are getting the Web 2.0 treatment in GrabOne’s first Facebook app, featuring 30 collectable cards emblazoned with the brand's aqua fan-created mascot, Gimme.
Developed in collaboration with digital agency Gladeye, Gimme5 players use points to ‘buy’ or ‘grab’ packs of virtual cards which can be exchanged, sold or traded online.
The app is split into six different themes – retail, events, health & beauty, food & drink, activities and travel – each with its own five unique cards. On collecting all five themed cards, traders can enter a sweepstake prize draw.
Gimme5 prizes include a double pass to the Foo Fighters concert in December, Apple iPads, a Trilogy skincare pack, a Jamie Oliver picnic set, $500 worth of GrabOne Experience credit or a trip for two to Los Angeles with $1000 spending money.
Gladeye creative director Tarver Graham said: “We knew we’d hit a vein with Gimme-5 the night after our first test run. All the testers were still online playing.”
GrabOne marketing director Campbell Brown said trading on Gimme5 had already proved a hit with 70,000 cards
traded over the first three days and Grabbies staying on the app for an
average of 32 minutes a session. Its Facebook page has also seen a
32 percent increase in active weekly users.
“We were looking for a fun way to immerse our Grabbies in our brand using social media, whilst leveraging their relationship with Gimme," he said.
“By combining this with the old school tradition of trading and collecting cards for prizes we came up with Gimme5.”
The card designs are based on the trading cards of the eighties and nineties.
“Think WWF, Garbage Pail Kids and All Black cards,” he said. “Count yourself lucky if you manage to find yourself a Gimme’s Time Leap card. Those things are like gold.”
The game will run for four weeks, although GrabOne may bring out a new batch of cards depending on the response from fans.
A limited number of physical packs will also be produced and will be awarded to selected players at random.
Gladeye launched a Facebook app for Tourism New Zealand this month in partnership with mobile photo-sharing service Snapr.
It was also behind House of Travel’s “mixandmatcher” Facebook app, which was installed by 80,000 New Zealand Facebook users and won Yahoo!Xtra's Digital Strategy Award as well as a Nexus and RSVP.