We are extremely pleased to annouce that the Lily Allen online game “Escape the Fear” which we produced and started seeding on December 19th has just past the 2 million plays mark helping her single and album to go straight to the top of the UK charts. The game was produced as the viral element of the campaign focussed on the launch of Lily’s new single “The Fear” and her new album “It’s not me, it’s you”.

Lily Allen’s single “The Fear” shot straight to the top of the UK Singles Chart and retains the No.1 spot for the third week running whilst her Album released on February 9th also went straight in at number one. In the US the Album went straight into the Billboard chart at Number five. The single and album also top the iTunes Store charts in numerous countries worldwide, notably the US.

She has, in fact made it a QUINTUPLE and not only topped the UK Singles, Album and Airplay charts but she’s also the Single & Album download and subscription Number One too.

This makes Lily the very first UK act to achieve!

The runaway success of the integrated campaign masterminded by Parlophone and Matmi is no accident, according to Dan Duncombe, Director of Digital at Parlophone: “The game was designed to help us reach a new audience for Lily – people who are not listening to the radio, reading the music press or generally exposed to new music, but are part of our target audience. The game is based on the lyrics of “The Fear” and the single is the game’s soundtrack. With an average dwell time of nearly five minutes the vast majority of players are listening to the track more than once.

“This game is the promo video of the digital age,” Dan continued. “It delivers engagement, interaction, loyalty and sales opportunities on a new level for our artists. The game has delivered tens of thousands of click-thrus, pre-orders and downloads, and even features on the album CD itself. The results speak for themselves – we’re absolutely delighted with this launch,” Dan concludes.

I could not have put that better myself…

In fact the game has been so succesful, Parlophone have even included a link to the game as bonus content on the physical Album.

Here’s to our next “promo video for the digital age”

http://www.lilyallenmusic.com/lily/fear

Cheers
Baz

Well its been a really busy couple of weeks. Last week James and I visited Casual Connect in Hamburg. It is a great Casual games conference covering all aspects of online games. We met many of our friends from the major portals and also met up with pretty much all the UK viral agencies. We went to many talks, did a lot of networking and drank a lot of beer (well we were in Germany!)

We also launched our new game for ITV. It’s called THE COLOUR OF MONEY and it’s an online version of Chris Tarrants new gameshow. www.itv.com/colour

It was great to meet up with all the UK viral agencies (Kerb, Koko, kempt and 4T2) and have a good chinwag about our growing industry, although judging by our hangovers last Thursday maybe next time it should not involve beer. Maybe we should all meet closer to home next time?

Well done to Chris @ Kempt who managed to keep his head together when he did his talk about tracking and statistics.

Thanks to the lads at Lego for making the Wednesday night special, Skol and all that jazz. Thanks also to Chris @ Koko for showing the Germans how to sing and play the guitar.

When I finally awoke on Thursday, I found many pictures on my phone that I cannot remember taking. Anyway here are some photos of our night out in Hamburg

Mike from 4T2 with the boys from Lego

Chris from Koko and James from Matmi

Stuart from Koko and Jeff from Matmi

descanco e o fragmento 2 by ~karcarah on deviantART

we do all the hunting by ~pseudo-manitou on deviantART

Solar rework from flight404 on Vimeo.