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Award: Wood Pencil

Wood Pencil / Mobile Marketing / Mobile Interaction & Experience / 2011

Kingmaker was a multiplayer mobile phone game preceding the launch of Fable III on Xbox. The game played as a hybrid between Foursquare and the board game Risk, where players used GPS on their mobiles to battle for territory and earn gold that they could later spend in Fable III. By awarding bonus gold to players for linking their Kingmaker account to social media, we encouraged gamers to spread news for us while also providing a pre-release incentive to buy Fable III. We created an economy where we paid gamers to do our marketing for us.

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