Over 1 million plays in its first week.
Extensive airplay coverage on Radio 1 & 1Xtra.
To promote the upcoming Hackney Weekend, we designed a game that would attract listeners, give the DJs something to talk about on air, drive awareness of the Hackney Weekend and – most importantly – be a lot of fun.
Players pick a member of the Chris Moyles team to launch into the air over London, ready to soar, bounce and occasionally surf their way to Hackney. Bonuses and obstacles in form of pigeons, tourists, inflatable cats and hot dog vans fill the streets, and players must skilfully navigate the environment to collect points to spend in the in-game shop and boost their performance.
The Chris Moyles team promoted the game on their breakfast show, encouraging competition between the team members and the public and creating a huge buzz around the festival and the game itself. As a result of this buzz and the social media sharing built into the game, Hackney Dash hit one million plays in less than a week.
The playable characters are voiced by the members of Chris Moyles team, and artist Gary J Lucken created the super-cute DJ characters and environments.