PRODUCT BACKGROUND
David Yearick, from New York invented the TriBond board game in 1990. The object of the game is to find the common link in each TriBond question. TriBond is now in over 10 countries worldwide. Triple M was selected exclusively to launch Tribond in Australia.

CAMPAIGN OBJECTIVES

1. Build awareness of the new TriBond game

2. Communicate the game mechanics

3. Move 35,000 units

4. Generate excitement around the launch

5. Give People the Chance to Sample the Game

TARGET AUDIENCE
All people 18 - 39

CAMPAIGN STRATEGY
It was important to maximise branding opportunities for TriBond and to build awareness of the game whilst demonstrating the gameplay. The following initiatives demonstrated true integration with the radio station and were conducted to reach all campaign objectives:

The campaign demonstrated true integration with the radio station.

• Utilisation of station personalities to voice commercials

• On the street promotional activity with Rock Patrols

• On air interview to discuss the game

• On air competition

• Online exposure on the Triple M website

CREATIVE STRATEGY
The creative strategy developed by the agency focussed on trying to "stump the wise ones". Triple M recommended the use of our sports announcers who tend to know every thing about sport and integrated them into the commercials.

TRIBOND ON THE STREETS
The Triple M Rock Patrols supported the campaign over the three week period to promote the launch of TriBond. Rock Patrol crosses across the week encouraged listeners to come down and correctly answer a TriBond question. The first correct answer won a copy of the boardgame.

ON AIR TRIBOND COMPETITION
Triple M's Todd & Milly took ownership of the TriBond game and commenced their association with a live interview with David Yurick, the games inventor.

Once the listeners were aware of the game, Todd & Milly conducted a four-week competition asking listeners to call in and identify the common link in the night's TriBond question for their chance to win $500. The segment proved to be so popular with the listeners that it was extended by Triple M for an additional three weeks.

TRIBOND ON LINE PROMOTION
Triple M listeners and web users, were given the chance to win $10,000 Cash or one of 100 TriBond board games by simply logging onto the Triple M website to play TriBond.

The competition web page featured:

• 10 questions from the board game

• Details of the game

• Stockists and a hotlink to toyspot.com.au for on line purchase

• Database of all competition entries

CAMPAIGN RESULTS
The challenge was conducted over a four week period and promoted in commercial airtime. The first correct entry drawn won the $10,000 and the next 100 entries drawn won a TriBond game.

• Total of 3,533 Correct Entries Received

• 73.4% of Entries from were from the target audience People 18-39

• Balanced Delivery of Male/Female Entries

• 162,870 Banners Delivered in Sydney, Melbourne & Brisbane

• Exceptionally High Banner Click Through Rates
  - Average 2.81%
  - Peak 5.2%

• Entries Peaked over Lunch and at Night

• Positive Trade Response

• Built extensive awareness of TriBond prior to the key Christmas retail sales period