A summer promotional campaign for ASDA; ‘Make a Save’ has been launched around the World Cup, including an advergame created by Matmi.

The campaign aims to highlight the supermarket chain’s commitment to lower prices and ensuring customers save money on a daily basis and will ensure that the message is communicated through the game which has been seeded with leading social and game networks including Facebook.

The game includes links through to Asda’s UK website featuring its ‘Love The Game’ campaign which is also running in-store to promote technology, football merchandise and party goods.

Trevor Field, head of marketing for digital and financial services at Asda, said the supermarket was keen to use a variety of communications channels to reach its consumers.

“We wanted the game to be fun and interactive, and show that every single save we make is given back to our customers by lowering the prices of products they put in their basket each and every week. “With more and more people playing games online and sharing information on social networks, ‘Make A Save’ seemed the perfect way to strike a chord with customers and get them involved in sport over the summer. Matmi’s track record in advergaming and integrating social media made them the obvious choice," explained Field.

Jeff Coghlan, managing director for Matmi, explained that the game included different elements to encourage extended play times and high return rates.

“Being able to post scores and challenge friends via players’ Facebook pages introduces a potent social media aspect to the game to boost the speed and reach of its viral spread. Combine that with our partnerships with top gaming sites, and you can instantly appreciate the awareness-spreading potential of this game for Asda. We have high hopes for a summer season of gaming success for Asda with ‘Make A Save.’”