VisitBritain has launched a new online game called Fake (Br)it Till You Make It, available on mobile devices, that uses machine learning to test players’ abilities to reproduce some of the UK’s regional dialects. The game rates the player’s level of success and shares links to area-specific information to encourage visitor bookings. The game is part of a promotional campaign that aims to showcase the UK’s regional diversity and break down a single well-known destination into an array of unique areas for international visitors to explore and appreciate. The campaign and game get consumers to play with the notion that the US, Canada, and the UK share a common tongue, but that single language has produced almost innumerable location-specific permutations, ranging from the subtle and nuanced to the blatantly obvious and almost unintelligible. The online game puts Britain’s diversity at the forefront, using modern technology to engage players and tell the story of the country’s dynamic destinations.
VisitBritain, the UK’s national tourism agency, has launched a new online game as part of its latest international consumer campaign in the US and Canada, with the slogan ‘Fake (Br)it Till You Make It’. The game is available on mobile devices and challenges users to speak with regional accents and dialects found throughout England, Wales, Scotland, and Northern Ireland. The campaign highlights the UK’s regional diversity, which includes various versions of the English language with unique local phrases, idioms, and slang expressions that distinguish each region. The game’s objective is to showcase the incredible number of regional accents found in the UK, which were historically influenced by a long-held social caste structure. The promotional campaign aims to effectively break down a single well-known destination into an array of unique areas for international visitors to explore and appreciate. The game and campaign get consumers to play with the notion that the US, Canada, and the UK share a common tongue, but that single language has produced almost innumerable location-specific permutations, ranging from the subtle and nuanced to the blatantly obvious and almost unintelligible.
VisitBritain has launched a new online game, available on mobile devices, which uses machine learning to test players’ abilities to reproduce some of the UK’s regional dialects. The game rates the player’s level of success and then shares links to area-specific information to encourage visitor bookings. The game also features built-in social media sharing capabilities, allowing players to invite friends to beat their scores using the hashtag #FakeBritChallenge. VisitBritain’s Executive Vice President, Paul Gauger, said that the game puts Britain’s diversity at the forefront, using modern technology to engage players and tell the story of the country’s dynamic destinations. The game is part of the “Fake (Br)it Till You Make It” campaign, which aims to showcase the UK’s regional diversity and break down a single well-known destination into an array of unique areas for international visitors to explore and appreciate.
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