Tunewiki - fun & games

The task

Tunewiki, the company behind Lyric Legend, a music based game for iOS and Android, needed to find finger tapping enthusiasts for their new game. But how do you bring the music to the audience when you are communicating by phone and email?

The solution

The fast paced and competitive media environment today means that not only do you have very little time to get your message across, the chances are you are going to be doing it via phone or email for much of the time. It means you have to make the message easily understood and instantly attractive to your media targets and their audience.

For Lyric Legend, a game based on recognising on-screen song lyrics and tapping them accurately and in time with the relevant track, we focussed on a quirky angle. Every one of us has a friend who always gets the lyrics wrong in a particular song – Queen's Bohemian Rhapsody doesn't contain the line "Scallaboosh, Scallaboosh, will you do the banned tango" for instance, but it was that sort of malapropism we used to attract media interest. It opened the door to interviews, news and reviews.

The result

The launch of Lyric Legend was widely covered in the target media and the game itself was extensively and favourably reviewed. Highlights included pieces in the UK national newspaper The Guardian, Stuff, T3, Gizmodo, Electric Pig and Shiny Shiny. Most important of all, the game accelerated up the charts, getting to number three in Apple's App Store (and the number one free music game), driven by 1.8 million downloads.