1. Project Title and Overview
JBL Snow Party
- A gamified retail experience to promote JBL’s Snow Party event and incentivise mailing list sign-ups.
- Client project for JBL, developed in collaboration with OMM and Tchai.
2. The Problem/Challenge
Context:
- JBL wanted to increase email sign-ups in an engaging way while promoting their Snow Party event, featuring Martin Garrix in Val Thorens.
Brief:
- Design an interactive experience that ties JBL’s brand with a fun, immersive activity to drive foot traffic in retail partner stores and encourage mailing list sign-ups.
Target Audience:
- Young, tech-savvy consumers visiting MediaMarkt stores across Europe, drawn to gaming, music, and unique experiences.
3. The Approach
Research:
- Explored gamification trends in retail to understand how interactive experiences can increase customer engagement.
- Reviewed competitive arcade setups to design a standout cabinet that integrates JBL branding.
Concept Development:
- Proposed a retro, low-poly snowboarding game with JBL-branded elements, where players navigate snowy slopes to reach a virtual Snow Party featuring Martin Garrix.
- Brainstormed mechanics for incentivised sign-ups using a post-game raffle system.
Constraints:
- A tight development timeline.
- The need to create a multilingual experience for installation across 6 countries.
4. The Process
Design Development:
- Wireframes & Storyboards: Mapped out gameplay, including obstacles, character movements, and player interactions.
- Style Guide: Developed a retro-inspired aesthetic featuring JBL’s signature orange and branding.
- Prototypes: Created initial gameplay loops and tested joystick controls for arcade cabinets.
Key Decisions:
- Incorporated a gender-neutral snowboarder character to maximise inclusivity.
- Designed the arcade cabinet to integrate JBL headphones, showcasing their superior sound quality during gameplay.
Collaboration:
- Partnered with Tchai to build 18 arcade cabinets with magnetic overlays for branding adaptability.
- Coordinated with developers and 3D artists for game creation, rigging, and animation.
5. The Solution
Final Design
- A snowboarding arcade game where players perform tricks and dodge obstacles to reach the JBL Snow Party.
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Integrated JBL headphones for immersive sound and a custom Martin Garrix soundtrack.
- Eye-catching arcade cabinets installed at MediaMarkt stores across Europe.
Features/Details:
- Multilingual game interface available in 6 languages.
- QR code integration for post-game sign-ups, driving traffic to a dedicated landing page.
6. Results and Impact
Outcome:
- Over 53,000 unique plays across 6 countries.
- Significant increases in email sign-ups and in-store engagement.
- Positive feedback from both JBL and MediaMarkt, solidifying the partnership for future campaigns.
Reflection:
- The project demonstrated the power of gamification in retail marketing.
- Lessons learned included streamlining development timelines and optimising multiplayer leaderboard features for future iterations.