Project Overview
As part of a 5-person team at Hyper Theory, we developed a mobile marketing game using Unity for Isuzu in partnership with the Australian Men's A-League. The primary objective was to drive user engagement and entries for Isuzu's competition.
My Role
In this project, I was responsible for:
- Game user interface design
- Branding
- User experience
- Development and design of the competition website using Webflow
Project Goals
Our main target was to achieve 7,000 user sign-ups for the competition and to drive consumer engagement with the Isuzu Australia brand.
Challenges
Some of the challenges we faced included:
- Creating an engaging mobile game that would appeal to a male aged 18-40 dominated audience.
- Designing an intuitive user interface for seamless gameplay and that would encourage users to enter the competition
- Having multiple conversion opportunities throughout the experience for players to enter the competition
- Ensuring smooth integration between the game and the competition entry process
- Developing and designing a marketing website that effectively promoted the game and competition
- Creating an entry form that would ensure only legitimate entries were received
Solutions
To meet our objectives, we:
- Designed an engaging mobile game that incorporated A-League themes and featured prominent Isuzu branding
- Created a user-friendly interface with clear navigation and instructions
- Developed a visually appealing marketing website using Webflow to showcase the game and competition
- Implemented a streamlined process for users to enter the competition directly through the game
Results
The project was a resounding success:
- We surpassed the target goal, achieving approximately 8,500 competition entries
- The game received positive feedback from users for its engaging gameplay and smooth user experience
- The marketing website effectively drove traffic and conversions
Throughout this project, I learned:
- The importance of aligning game design with the target audience's interests
- How effective branding can enhance user engagement and participation
- The value of a well-designed user flow and marketing funnel in driving competition entries
- The power of collaborative teamwork in achieving and surpassing project goals
