We learned how Tru-Cape manages to get
quality apples and pears not only to the
South African market but also to the vast
global markets to which Tru- Cape distributes
fruit”, he says adding: “At BIGBrave we have
a philosophy around Engaging Content in
that it must Entertain, Inform and Empower.
With this in mind, we considered many
different types of gameplay options. The
idea of the Fruit-Full game came from in-depth
research around current game styles
available online today. We researched
games like FarmVille, Township, SimCity and
worked towards creating a game that would
answer the Engaging Content Philosophy.
“It was important that users of the game
were not only engaged in playing the game,
but that they also engaged with the Tru-Cape
brand. We did this through a competition that
was run country- wide which was purposefully
structured around incentivising users to play
the game and work their way through the
full Tru-Cape cycle from planting seeds to
selling the fruit.
“This had a dual-benefit for Tru-Cape in that
players were being educated about the care
and time it takes at every point of the
production cycle of t he Tru-Cape business
while also building interest around the game
and the Tru-Cape brand.”
According to Lindsay, a second strategy was
implemented to incentivise the engaged
audience to purchase a Tru-Cape product
in-store and to use the barcode on the
packaging to redeem “sun points” - a valuable
in-game commodity which also met one of
the company’s business imperatives: driving
the sales of South African apples and pears.
As users progress through the stages of the
game they learn about the various areas of
fruit farming and the various varieties of
apples and pears. This happens through
different characters popping up with a
message about the process or the product.
They are also able to earn Tru-Coins along
the way as they grow and sell their fruit in
the market place in the game which also
includes variables such as managing cargo
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