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portfolio
Presidente beer / 2014
User Experience
User Interface
Game Design
iOS
MUSIC PLAYING SIMULATOR GAME
ABOUT PROJECT
In the time prior to the celebration of the Festival Presidente in 2014 which is the largest music festival made in the Dominican Republic and the entire Caribbean for more than 20 years, sponsored by the prestigious beer brand Presidente.
My team and I designed and develop the main channel for the registrations and prizes for consumers of the brand in promotional activities made in bars, nightclubs and liquor stores throughout the national territory.
The Opportunity
The objective was to create an experience that will introduce the consumer to the environment of the musical festival by the start of the last phase of promotion in the media and points of sale, 2 months prior to the fest. The idea was given the opportunity to the client to interact with the brand within a period of no more than 3 minutes on each opportunity, including registration, and therefore it should be using a product that is highly intuitive and easy for the participant to understand so that their experience does not need too much time. Beside of that, depending on the performance of their participation he would receive instant promotional prizes.
A factor against was the development time, which was only 20 days to get a first version of the product working.
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Discovery & Strategy
Exploring the trends of games and experiences in this time related to the music we discovered that the video games of music playing simulators like (Guitar Hero, Rock Band, DJ Hero, etc.) were already established and taking in mind the similar versions that will not need additional hardware to control it like guitars, microphones, drums or other peripherals specially made for this games.
Another important part was the registration of participants to expand the brand’s database, analyze statistics and gain more direct communication channels with consumers.
Design Solution
We used the official jingle made exclusively to promote this event, we developed the idea of music playing simulator for iPads and will only need three touch points on the screen based on the existing similar games such as Tap Tap.
The graphics and concept of the event were adapted for this app, we also define a ranking system that at the end of each game would award a promotional prize if the participant achieved above a determined scale of points. In this way, the consumption was encouraged at the point of sale because each participation depended on a number of products purchased.
Initial Wireframes
UI First Proposal
UI Iteration 1
Final UI Iteration
Business Impact
The final product was a native application for iOS connected through the Internet to a CMS where all the records were registered, distributed the prizes by place and monitored all the events simultaneously. In addition to this, every week the client made raffles of tickets for the festival and this draw module was added to this central system of the application, greatly facilitating the logistics and data analytics.
The campaign exceeded its engagement objectives by turning a conventional registration flow into an interactive brand experience. Following launch, the advergame generated over 2,200 player sessions, capturing over 1,700 registered users, and achieved an average play time of 90 seconds, significantly outperforming previous promotional campaigns. The experience not only strengthened brand recall but also demonstrated how gamification could effectively drive customer participation while supporting Festival Presidente’s marketing goals.
Consumers really enjoyed these interactions and felt the music of this great event that is already a tradition for all Dominicans.
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