February 4, 2010|
The problem is many of these widgets were built with the old school marketing mentality of “if we build it, they will come.’”
The truth is, Facebook widgets fail for the following reasons:
- They provide zero value, and do nothing but act as bulletin boards for a product or brand.
- There is no level of engagement that relates to the user.
- They rely on a flashy gimmicky presence to create a viral whirlwind.
- The existing culture and loyalty of the brand was never taken into consideration.
So when I came across The Who’s Facebook game, Name That Riff, I was skeptical. Being a big Who fan, my concern was their game would fall into the above reasons of Facebook widget purgatory. That wouldn’t be the case.
Name That Riff works.
The game provides loyal fans an opportunity to show off their knowledge of The Who. The design is strong and fits in the visual identity the band has built since the 60’s. Most importantly the game is simple and doesn’t take much time.
- You are given 17 music clips to listen to.
- You must choose from 3 answers and have 30 seconds per clip.
- Like the bar quiz games, the quicker you answer, the more points you rack up.
- You are allowed three chances to improve your score.
This game picks songs from the entire Who archive. Also songs start at random places to throw you off. I fancy myself as a knowledgeable Who fan, but I tripped up at some of their selections. Once done you can publish your score on your profile and in your news feed. You can also compare your score with your friends on Facebook or globally.
The word of mouth aspect is very clever.
Players are urged to challenge their friends. Doing so opens up bonus rounds that you can play to improve your score. And unlike other apps that rely on you spamming random friends, you’ll want to share it with other Who fans.
The Creative Corporation, who built this game, did their homework, and it shows. They took into account, what fans of The Who love, their music. By providing a simple but entertaining widget that people will want to use and share, they are successful. It appears that Name That Riff was just released on TheWho.com, so it will be interesting to see how well it does.
Incidentally, if I happen to win the customized American Standard Stratocaster, I’ll let you know!