Swipe Right

Bytedance: Hundred Days

Know your Malbec from Merlot? Playing the wine knowledge gap with Hundred Days

To amplify the indie winemaking simulator Hundred Days’ mobile launch we elevated a simple survey story to bring mass awareness of the game to a national UK mainstream audience.

TikTok’s parent company, ByteDance, wanted to build awareness for their developers and games portfolio across Europe. Swipe Right worked with developer Broken Arms Games to launch the mobile version of their winemaking simulator, Hundred Days, onto mobile platforms following a release on PC earlier in the year.

Alongside press office work supporting the launch across Europe we devised a UK consumer-first survey story creative to target mainstream audiences, based on the insight that whilst Brits are a nation of wine lovers many do not know how wine is made.

Playing directly into the game’s core mechanics of teaching real life winemaking techniques, we crafted the strategic survey angles, oversaw data collection and data analysis from our third party provider, carefully wove in the game’s key messaging to the resulting press release and worked with a graphic designer to create a supporting infographic image asset.

Conducting a dedicated UK sell-in to National, Consumer, Regional and Broadcast outlets we secured 90 pieces of coverage with a national reach of over 110 million. Highlights included substantial national print pieces in the Metro, Daily Star, I and Daily Express. Radio interviews with the game’s developer were also secured on BBC Sussex and Surrey and Radio Reverb. The BBC regional radio station spent several minutes talking about the game with the presenter recommending it to his mother on air whilst speaking highly positively about the survey and the game itself.

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