[MA2013]

2013 Mobile Awards

mobile, web, IoT, desktop, connected devices
design champion, best studio, best start-up & IoT
plus 20 specialist nomination categories

demand design, celebrate courage

Donut King Amazeballs Donut Island [DRAFT]

 

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Project Overview

Question from client - What can you guys do in 6 weeks? Our response - well a lot, but lets chat.

RFG recently approached Gruden to design & develop an augmented mobile experience to help support promotion of a new product launching in the Australian market for Donut King (DK) – ‘Amazeballs‘.

They wanted something simple. A game (iOS) which was engaging & fun to play. Make use of Augmented Reality. Feature the new product. Provide a framework to build upon. Oh and one last thing…needs to be available to download in 4-6 weeks…doable? Why not.

Project Commissioner

Retail Food Group (RFG)

Project Creator

Retail Food Group (RFG)

Team

Client
- Ben Robinson, Digital Project Specialist (RFG)
- Brent Lupton, Digital Innovations Marketing Manager (RFG)
- Martin Palac, Assistant Marketing Manager (DK)
- Sheridan Burke, Marketing Manager (DK)

Gruden
- Andrew Fyfe, Account Director
- Georgie Horvath, Project Manager
- Daniel Scow, Creative Director
- Marty Lofberg, Creative Lead
- Jason Kho, Technical Lead
- Alex Foo, Mobile Developer

Project Brief

With little time to spare our Sydney (Creative) & Malaysian (Development) teams quickly convened to start conceptualising ideas to present back to the client. 48 hours later; a range of mobile-in-mind concepts, a variety of features, product roadmap and storyboard was prepared and sent over for client review.

We then worked in collaboration with RFG and other key stakeholders further refining direction & locking in the 1.0 release. All visuals and proposed functionality signed off during the first week. Phew. Happy days. Now we had to go about creating all the assets and building the app - in under a month!

Our Malaysian team immediately went about constructing the app; hooking up Game Center, integrating tracking, social features, 3D modelling, experimenting with the game physics and creating the game engine.

In parallel the creative team back in Sydney set about sourcing, collating & creating all the; SFX, VFX, music, copywriting, reference materials, mobile production, supporting campaign materials & finalising the app UI. Each day we worked very closing and via regular TestFlight builds the team fine tuned the app.

After a few tweaks the job was done. Feet up. Over to you Apple.

Project Need

We wanted to create a game which was fun to play, ensure engagement was 'short' but 'high' and could be played and enjoyed by anyone. A simple, fun, viral, augmented gaming experience. A first step for RFG & Donut King.

In terms of DK's direct competition there is little (if not any) type of marketing or promotion which comes close to 'pushing traditional boundaries' eg.) banner ads, email 'blasts'... So we felt using a technology like Augmented Reality (even though its been around for years), if leveraged 'right' we could create a mobile experience that positioned DK as the market leader in terms of digital mobile marketing innovation.

The app has re-positioned DK in the local marketplace from a digital marketing and innovation perspective. They now have an augmented gaming platform to build upon. Its a showcase 1st step entry. Competitors now have to play 'catch up'.

User Experience

After downloading a printable AR marker or alternatively picking up an in-store 'tattoo' customers simply download the app, fire it up and point their phone at the marker or tattoo. Donut Island would then spring to life.

The user is presented with options (a) flick through tips or 'seasoned' players could (b) skip and start playing the game.

After they have thrown their 'allotment' of Amazeballs, they can opt to play again and try to beat their previous score, check out where they sat in the daily and all-time leaderboards or simply share the app.

When most companies use AR we felt they tended to always over-think the solution focusing way too much on shaping the idea and solution around the technology - less so on the user interaction and engagement.

From the beginning we wanted to create a fun, simple-to-play game which made use of augmented technologies in the most user-friendly & engaging way. So simplifying both the user interaction gameplay was key. So from day one we knew the app had to adhere to a few governing rules;

1. Simple gestures - Single finger interactions (pull back), aim (left to right) and release interactions
2. Easy to play - Point and shoot gameplay at its core
3. Expected features - Basic social and gamification features

Making for a super simple means for any type of customer engage and play the game no matter what their 'gaming level' (experience) was.

Project Marketing

We wanted to create a game which was fun, ensure engagement was 'short' but 'high' and could be played by anyone. A simple, fun, viral, augmented gaming experience. A first step.

In terms of DK's direct competition there is little (if any) type of marketing or promotion which comes close to 'pushing traditional boundaries' eg.) banner ads, email 'blasts' so we felt using a technology like Augmented Reality (even though its been around for years), if leveraged 'right' we could create a mobile experience that positioned DK as a market leader in terms of mobile marketing innovation.

We also had to keep reminding ourselves - its a game, a short-burst experience. In this instance we said to ourselves – do we really need a 'mission' an 'aim'? Can’t you just shoot stuff? So that’s what we created - a game that could be played either way.

Using a virtual slingshot, players could aim and launch deliciously warm Amazeballs through the sky. Shoot at or through rotating donuts. Take out random teleporting tastebuds ‘Excitables’. Or could just shoot at anything they wanted through the phone viewfinder. The harder to hit something is…if you hit it = the more points they'll get. Rack up as many as you can.

The scene is littered with visual animations, SFX and 'moving parts'. An up-beat, quirky music track adds a nice layer of acoustic ambience which plays in the background.

Simple, engaging and fun to play. Tick.




This category recognises campaigns that use elements such as competitions, promotions & messaging to engage customers on the mobile channel exclusively.
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