Study Case : Ben 10 The Final Battle, an ARG for 6 to 12 year olds
by Olivier Godest, published on 2.09.2010
For those who don’t know Ben 10, this young hero is a well known character for the young viewers of the Cartoon Network, a paying channel available on Canalsat. This morning, I discovered on the faberNovel website, that it’s organising an Alternate Reality Game for 6 to 12 year olds around this character’s universe. I then obviously went to take a look at the gaming platform developed for this occasion.
It all begins with a video introduction, the hero appears and clearly explains to the internet user why he is there: Ben’s worst enemy wants to come and conquer the earth and Ben is now counting on us to help him counter this attack. Classic but efficient!
You then register by creating a profile page with an avatar that brings you to the first mission: a little flash game where you have to destroy the enemy vessels with the mouse. Ranking system (who’s the best player?), badges and medals, everything leads to unlock the next levels and progress in the adventure.
In the words of faberNovel, the goal of this operation is to “increase Ben 10’s notoriety among its target audience, clearly associate it to the Cartoon Network, create an event that will echo on the B to B market and increase licensing revenues by integrating a GSS sales point at the event.”
During the 10 shows that will span a month and a half, the kids will have to join the “Human Force” in order to carry out an investigation about the invasion of a Toys’R’Us store by aliens, call Ben on his mobile phone to know where to meet up with him, interrogate the characters of the series through their blogs and their facebook profiles, prove their dexterity in mini flash games, pierce the hidden secrets of the series’ heroes, etc.
“To reinforce the link between the Cartoon Network and Ben 10, one of the missions will feature the channel’s director, explaining in a press conference how the Cartoon Network channel has been pirated to air a fake mission to the Human Force.”
Entitled “Ben 10 The Final Battle”, this ARG seems like an interesting project to follow.
