Looking to drive consumer engagement and interaction with the Jiffy Lube brand, we created a fun and engaging first-of-its-kind Facebook game called 'Anxiety Crusher'. This rip-roaring monster truck game allows people to crush their greatest vehicle maintenance anxieties, like evil tow trucks, engine lights, and expensive repair bills. We chose Facebook as our partner, as we wanted to launch Jiffy Lube's presence in the social space. We also wanted to do something that had never been done before, so we created a technology that integrated Bing directly into the game. By using an industry-first Bing Image Search integration feature, players are able to search and destroy images of additional anxieties in a Jiffy Lube-branded monster truck arena. As an extension of the 'Leave Worry Behind' strategy, the Anxiety Crusher helps Jiffy Lube not only put customers "at ease", but also more deeply engage with them in a tangible way. The game succeeded all expectations by igniting Jiffy Lube's social presence and giving it a significant amount of brand exposure and interaction with its customers. As of January 2013, the total number of games played was 23,638. On launch day, over 2,000 people played the game. Gamers have crushed over 18,000 worries and the game has attracted people from all over the world. Roughly 25% of the players came from outside the US, giving the brand exposure to countries around the globe. Players spent significant periods of time with the game and over 26% of visitors spent up to 10 minutes playing the game. These numbers far surpassed the goals set and have created lasting chatter about Jiffy Lube in the social world.
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