Benjamin Li
Aug 26, 2011

Fortress engages digital-savvy students through ‘Back to school’ Facebook game

HONG KONG - HTC, Nokia, Motorola, Fujitsu, Epson, Sony, and Microsoft have all joined forces with retail electronics chain Fortress to roll out a Facebook role play game with a ‘Back to school’ theme.

Fortress creates 'Back to school' role play Facebook game to engage shoppers before new academic year
Fortress creates 'Back to school' role play Facebook game to engage shoppers before new academic year

Hong Kong-based digital agency Pixo Punch, which has been working on the Fortress account for a year, developed the ‘Fortress academy’ Facebook game, and are launching it just ahead of the new academic year, peak season for electronic appliance shopping.

From now until 16 September, Facebook-savvy youth can take the role of a student and register in the game. Participants can help their characters to choose their own uniform with digital product logos of those brands printed on the school bag.

They can take a picture for the character and save as the profile picture for their facebook accounts. During the ‘registration’, there is also an 'exam' to check how well they know Fortress.

“The sponsoring brands not only can increase exposure of their highlighted items through this Fortress Facebook game, it allows them to reach potential customers of their compeititors," Ben Woo, project director of Pixon Punch, said. "This is a unique promotional advantage compared to solely launched campaigns.”

More than 1,000 prizes, valued at over US$13,000 (HK$100,000) and including digital products and skin care items, are available to win.  The top prize on offer is a HTC Sensation 4G mobile phone.

The campaign is supported by portal banners in,, Yahoo and print ads.


Client Fortress
Digital agency Pixo Punch
Project director Ben Woo
Strategic planning Ken Cheung
Project management Ken Cheung, Sue Wong
Creative Smon Wong, Rachel Chow, D Lam,
Illustrator Seven Chan
Flash developer Herbert Ho
Portal Banners Alvin Li
Programming William Yip
Social Media Chloe Lai
PR: Bonnie Lam
Exposure online, print


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