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.
  • 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.