QUEST FOR THE GAMER'S GIFT
An EPIC Holiday campaign for KontrolFreek®, the industry-leading controller accessory company, designed to gamify the holiday shopping user experience.
Campaign Overview
The KontrolFreek holiday campaign consisted of 2 major elements: an online Gift Guide and an assortment of individual sales promotions.
Our objective was to gamify the online shopping experience in order to transform typical holiday marketing incentives into something more engaging for an audience of gamers. To accomplish the task, we created a universe of characters, environments, and dialogue to act as a vessel for the gift guide and promos.
*Note: For the sake of efficiency, we outsourced the character and island illustrations. The artist was art directed by myself and the rest of the KontrolFreek creative team. Apart from those specific elements, all designs on this page are my own.
TOUCHPOINT 1: THE GIFT GUIDE
The gift guide was designed to fit a shop-by-game model. Users could select their favorite type of game and be taken to a grouping of products recommended for that genre. This model was chosen to circumvent any analysis paralysis for the shopper, since KontrolFreek boasts a very large assortment of products with varying benefits. To keep things gamified, each game category was presented as a genre-themed environment to explore.
After selecting an island (game genre), users were then teleported into the environment, greeted by a similarly-themed host character, and presented with an assortment of gear best fit for their needs.
For example, this is Looter Louise, host of Looter Shooter Shore.
TOUCHPOINT 2: THE PROMOTIONS
In addition to appearing in the gift guide, each character was specifically assigned to one of many holiday promotions. To create a sense of cohesion within the universe, we assigned characters to the promotion that best fit their vibe.
In this instance, Major Payne (our First-Person-Shooter-themed character) was assigned to the Black Friday promotion. It's a warzone out there, am I right?
Each promotion was delivered across a multitude of channels, including emails, texts, organic social posts, paid social ads, website homepage banners, and even retail signage in GameStop.
Each asset was carefully crafted to ensure success in each particular setting, to create a sense of consistency across the board, and to preserve the charm of the universe at every possible touchpoint.