INFO
CLIENT
Rowntree's
My RESPONSIBILITY
digital campaign, gamification, UX/UI design for the app, front-end development
TYpe
Group project for KEA
THE CHALLENGE
Create a campaign which purpose is to promote a new international
confectionery brand within Denmark.
THE SOLUTION
Selling the product as a bag of candy to be enjoyed
while playing an interactive game with friends.
and bloggers to build a network of touchpoint where the target audience
can learn about the Randoms brand and engage with it.
GAME CONCEPT
This game is an app but requires a bag of Randoms to be played. The game is played by two or more people. Similar to Margretheskål or HINT users will have to act out, explain, hum or draw various people, items, places etc in teams to gain points. What they must do is determined by the four different textures the candy comes in (jelly, foamy jelly, foamy and juice filled). For example, if a foamy candy is selected, the action will be humming. Next, the shape determines what category the answer will be from, such as famous people, songs, places in Denmark. For example if foamy ice cream is pulled from the bag the user will select foamy candy in the app followed by the symbol of the ice cream. The app will then display that the user now has to hum a particular song and their team members must guess it. The app counts down from a minute. If the team gets it within this time they get a point and it becomes the next team’s turn.
CAMPAIGN CONCEPT
Rowntree’s will utilize multimedia platforms to create a cohesive campaign. The consumers will engage by entering the competition
to select a new Danish shape to be added to the Randoms collection, and sharing submissions on social media. They will also engage with
the brand by playing the game and creating positive memories associated with the brand.
Check the full report to see the sender and market analysis, target audience research, campaign plan
(including promotion, social media plan, video concepts), visual identity and design process.
POST PROJECT CONCLUSIONS
As part of my semester exam, I conducted an evaluation on this project and I found that a major step within the research is missing. All the market research was done for the Randoms as just a candy product. As we changed the concept by adding a game, there are new competitors and new market research that needs to be examined.
Therefore, I decided to do a competitors analysis in the mobile gaming industry, then check the mobile gaming trends of 2017. Next analyse the random game concept and propose potential development ideas.
In order to analyse the Randomit game I used Octalysis, a gamification framework that lays out the eight core drives for human motivation.
