The Republic of Singapore Navy (RSN) has debuted its first ever Facebook game 'Battlefleet: Singapore', tying in with major UIP blockbuster movie ‘Battleship’ which opens in cinemas today.
Based on the classic strategy game, Battleships, the Facebook game Battlefleet: Singapore allows players to pit their wits against the Artificial Intelligence. The highest scorer every day will be rewarded with two tickets to the movie ‘Battleship’ as well as the chance to win the grand prize of a brand new iPad.
Running from 9 April until 7 May 2012, this is the first time ever that RSN has had its own Facebook game on armed forces’ page CyberPioneer. The game was devised and produced by Y&R Singapore, as part of the ongoing ‘Go Beyond Horizons’ campaign.
Players strategically place eight crafts, based on real RSN assets, namely the frigate, landing ships tank, submarine, missile corvette, patrol vessel, mine countermeasure vessel, naval helicopter and the maritime patrol aircraft. Players would then take shots to attack the artificial intelligence’s hidden assets, and they can use a handy sonar ‘power-up’ to reveal an area of the board
The dedicated Facebook page also includes click-throughs to the official trailer for the movie ‘Battleship’ as well as to find out more information about a career in the Republic of Singapore Navy.
“We are excited to have initiated and developed this Facebook game, a first for our client RSN. By uniquely leveraging the popularity of this major movie, combined with the growing trend of social media usage and Facebook gaming, it allows us to create a campaign that is totally refreshing to our target audience,” commented Kea Sui Hong, senior account director Y&R Singapore.
Social media and Facebook gaming is the latest in an armoury of digital initiatives that RSN has employed to reach their target youth demographic, including mobile games via QR codes and an online series of ‘reality TV’ webisodes.