"Catch ze Trèfle", the digital game for Tourism Ireland which brings good luck to LM Y&R!

LM Y&R has been selected to promote Ireland on social networks among Ireland's friends during Christmas holidays. The shamrock, as everybody knows, is Ireland Republic' symbol. The game created by the agency consists in hunting four-leaf clovers through the web. We'd better warn you, Sean the black sheep is watching lucky guys to trick them! While surfing on the web pages, looking for clues, every facet of Ireland will be discovered by competitors An advertising campaign on high traffic websites, a facebook application and a viral process inviting the gamers to send lucky charms or black sheeps to their friends will guarantee the success for Irish Tourism. At stake, a trip for 2 persons to Ireland "Catch ze Trèfle" demonstrates the efficiency of a transversal approach among strategic planning, creation and social media strategy at LM Y&R Click on discoverireland.com or facebook.com/TourismeIrlandais from the 22nd of November to the 11th December of 2011 and go where Ireland takes you.