Backgammon (tavli) is one of Greece’s most beloved and iconic national pastimes, dating back to ancient times. Thus, Greece was a perfect market for Beach Bum Games to address in their first global campaign for their Backgammon: Lord of the Board mobile app – the most popular game in its category with over 5 million players globally. INTERWEAVE was called to introduce the Lord of the Board app to local audiences through an impactful 360 campaign.
Based on extensive primary and secondary research into the Greek mobile gaming landscape, player behaviour and motivations, we crafted a strategic approach and creative execution informed by profound cultural insights into the way Greeks play tavli – at the kafeneion, with friends and family, with vigour and humour… but above all, competitively. There’s the players… and then, there’s the ones who live and breathe victory, and have run out of opponents their own size to test their skills on. The ones who want to be able to play anytime, anywhere – but are already the best Tavladoroi in their social circles, ready to take on the best in the world and declare themselves TavlaLordoi, the true Lords of the Board.
With Greece’s beloved “uncle”, Master Chef and culinary legend Leonidas Koutsopoulos as our protagonist, we invited all the passionate players out there to take their game to the next level by facing off against the world’s best players in Backgammon: Lord of the Board.
INTERWEAVE developed the creation and managed the production for the Lord of the Boards TVC, which presented a touching family scene that swiftly turns into our hero serving his uncle a crushing defeat at backgammon. The TVC aired for 3 weeks, but the full campaign unfolded over the course of 6 months. It included digital ads on Facebook and Instagram, as well as two stories posted personally by our hero, Chef Koutsopoulos. These were accompanied by several articles on gaming websites which featured the app and our campaign.