Reality

Adobe wanted to spread awareness of their student discounts for Creative Suite 4. But how do you get the attention of digital savvy and skeptical college students?

Illusion

You set up where the fish are and feed them what they love. We went to Facebook and created a game that played off the host of doctored images that are typically shared by our core target. Then we challenged our audience to guess if the images were “Real or Fake?” Along the way, this game introduced features of Adobe Software through tutorials. And by engaging them with relevant content again and again, Adobe got a chance to share offers with them repeatedly.

Perception

40 percent of players returned to play the game again. Another 22 percent checked out the tutorials. 6 percent clicked the "Share" button at the end of the game, while 6 percent clicked "Buy Now" in the first week.

The campaign received recognition from OneShow and was included in a college textbook on marketing.