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HEINEKEN
THE BRIEF
The objective of this solution was to engage a target Xbox audience in a Heineken branded game/competition experience via mobile. The pay off for interacting with the experience was the opportunity to win VIP tickets to the UEFA 2016 final in Paris.
THE CONCEPT
The key objective of this experience was to encourage intial and repeat gameplay (through earned 'sharing' plays) of the experience.
With this fact paramount, the experience had to be simple, yet engaging for a gamer audience with a genuine sense of challenge in order to win a potential 'big money' prize.
Creatively, the concept here was built around safecracking and 'cracking the code' in order to progress via the various levels and ultimately work towards entering the sweepstake for VIP tickets.
THE PROCESS
THE CREATIVE
The creative direction was led predominantly via Heineken's broader visual identity however the creative hook for gameplay hangs off the idea of rotating safe dials and the finetuning required to crack a safe. Utilising both touch and swipe as well as gyroscopic device rotation, players aim to pass the weighted ball from each dial within a fixed time period before progressing to the next level. Multiple lives and attempts are allowed, after this, additional turns can be 'earned' thorugh social media sharing.
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Silver Sheen
RGB: #2f2f2f
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Bottle Green
RGB: #8dccaf
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Heineken Red
RGB: #ec1b22
