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Samsung was launching the Galaxy S20 Series and wanted to create a microsite that can engage the users with an interactive contest while also showcasing the product USP which is the 100x zoom and 108MP camera.
I lead the design process and testing.
Ideation, game design and scoping, user flow and case scenarios, wireframes, prototype
In a highly competitive mobile space where every brand is looking for unique ways to engage their customer base, how can Samsung stand out and offers an engaging platform that creates curiosity as well as delivers product details without trying too hard
To target new customers via social platforms to create interest in the new Samsung product series
To showcase the cutting edge technology with the new features releases
To keep the user base engaged with the platform for a period of time and ensure active engagement for 2 weeks
Leverage popularity of photography influencer on social media to broaden the user reach and virality
CORE GAME MECHANICS
Enters microsite. Read the mission on the page.
Search through pins on the map. Click the pin to expand and view the different scenes (KOL photography) pinned on the map.
When in a pin, click to zoom in and search for the specific scenes as referenced in the mission. Once the scene is found, tap/click on the scene to lock in your answer and you will see a pop-up.
In the pop up, fill in the blank space in the phrase “I FOUND _____ WITH 100X SPACE ZOOM” with your most creative answer. Click ‘Submit’.
To map out the user flow and build in the activation loops to create an interactive and engaging microsite that delivers on the project goals
To generate high curiosity engagement entry points via website as well as Samsung social platforms to acquire new and existing users
To create simple delightful user experience with the Singapore map and the camera rectangular window being the key feature of the interface.
To translate the Core Game mechanics to a digital gamified experience which is easy to understand and participate for users
Missions: Find the hidden scene within the photographs releases periodically over 2 weeks
Pins: Browse through pins attached to the map, the mission can be found within any of the released pins within the map. Encourage zoom in and zoom out exploration like a scavenger hunt
Frame: Frame the discovered scene and submit with a creative caption. Enter first name, last name and email t submit answer
Prompt for next mission: Email validation to confirm participation and indicate release of next mission
The campaign had over 10,000 participants in just 2 weeks with 20% remaining engaged with the platform for 2 weeks to complete all 6 missions.
Minimum guidance required to understand game, most users were able to play the game effortlessly
Most interaction was recorded on mobile interface
It was useful to integrate season relevant content like including acts of help prior to lockdown
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