Kerb creates games portal for Samsung

The portal (http://www.sammysgamebox.com/), which has just launched, is aimed at UK teenagers. It will initially feature five music-based mini games encouraging players to compete against each other using their cumulative high scores.

Each of the games feature brand character Sammy – an animated cartoon dog who helps users navigate their Samsung T10 MP3 player.

The quick-hit games, each with a three-minute playing time, have been designed to appeal to a young audience and will be seeded across hundreds of games sites as well as on the Samsung portal.

Gamers who play the Sammy games on these off-portal sites will be prompted to load their high scores on the portal and raise their ranking by playing other Sammy games.

Kerb worked with upcoming but unsigned bands who donated their music to form the signature tracks for the games. The tracks reflect the classic three-minute pop song formula and cover a range of music genres.

Kerb has collaborated with Samsung’s brand building agency Cheil Communications on the portal development, which is set-up to expand as the range of games increases over coming months.

Jim McNiven, Managing Director of Kerb, says: “We are extremely excited to build on our relationship with Cheil and Samsung, and the project illustrates the strategic approach that we’re able to deliver for brands wishing to digitally engage with their online and offline audiences. The Samsung MP3 campaign not only draws on our extensive experience with engaging young online audiences, but also our passion for building large communities around music based projects.”

James Ghani, European Head of Digital at Cheil Communications says: “Samsung has created a winning brand character in Sammy and the online games portal will build strongly on this, mixing competition, music and games for our MP3 customers.”