Brand activation
Brand activation
The challenge was to design a reward mechanic that felt fast and game-like, made the purchase part of the fun, and ensured every session was tied to a real order.
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Mystery Reward Offer
Mystery Reward Offer
A gamified activation designed to strengthen brand recall while driving sales for KitKat. Users play a quick, F1-inspired game and win an assured reward, but can only unlock it by ordering a participating F1 KitKat product. The reward is then revealed only after their order is delivered.
A gamified activation designed to strengthen brand recall while driving sales for KitKat. Users play a quick, F1-inspired game and win an assured reward, but can only unlock it by ordering a participating F1 KitKat product. The reward is then revealed only after their order is delivered.
Intro
Intro
An introductory flow was designed to help users quickly understand the game mechanics and provide clear context on the steps needed to perform well.
An introductory flow was designed to help users quickly understand the game mechanics and provide clear context on the steps needed to perform well.
Game
Game
The game measures the user’s reaction time by tracking how quickly they tap “GO” once the countdown ends and the lights turn green.
The game measures the user’s reaction time by tracking how quickly they tap “GO” once the countdown ends and the lights turn green.
The game accounts for three possible states: too early, too late, and no response. Early taps trigger an inline tooltip while the game continues. After three seconds of inactivity, a prompt nudges the user to tap. Only a 10-second timeout ends the run, with a clear Try Again option instead of a dead end.
The game accounts for three possible states: too early, too late, and no response. Early taps trigger an inline tooltip while the game continues. After three seconds of inactivity, a prompt nudges the user to tap. Only a 10-second timeout ends the run, with a clear Try Again option instead of a dead end.
Reward logic
Reward logic
The game exists to drive a purchase, so a lose state was not an option. Made the tier determine the size of the reward, not whether one exists. Gold, silver, and bronze all resolve to a reward. Bronze reads “don’t lose heart, you’ve still made it” rather than a failure message, so nobody leaves the flow empty-handed or discouraged from buying.
The game exists to drive a purchase, so a lose state was not an option. Made the tier determine the size of the reward, not whether one exists. Gold, silver, and bronze all resolve to a reward. Bronze reads “don’t lose heart, you’ve still made it” rather than a failure message, so nobody leaves the flow empty-handed or discouraged from buying.
The game accounts for three possible states: too early, too late, and no response. Early taps trigger an inline tooltip while the game continues. After three seconds of inactivity, a prompt nudges the user to tap. Only a 10-second timeout ends the run, with a clear Try Again option instead of a dead end.
The game accounts for three possible states: too early, too late, and no response. Early taps trigger an inline tooltip while the game continues. After three seconds of inactivity, a prompt nudges the user to tap. Only a 10-second timeout ends the run, with a clear Try Again option instead of a dead end.
Retry
Retry
Silver and bronze results offer two actions: Order Now or Try Again. Since players can improve their reaction time and move up a tier, retrying gives them another chance to reach a better reward. It keeps the experience engaging and gives players a reason to stay in the flow.
Gold has no retry because there is no higher tier to reach.
Silver and bronze results offer two actions: Order Now or Try Again. Since players can improve their reaction time and move up a tier, retrying gives them another chance to reach a better reward. It keeps the experience engaging and gives players a reason to stay in the flow.
Gold has no retry because there is no higher tier to reach.
User retried from silver tier
User retried from bronze tier
The reveal animation is tied to improvement, not every result. If a player moves from silver to gold, the gold reveal animation plays because they’ve reached a new tier. If they stay on the same tier or drop lower, only the time updates and the existing tier remains. This keeps the animation meaningful. If the celebration plays, you know you improved.
Checkout
Checkout
The game is built directly into the purchase journey. A user must add an eligible KitKat product to their cart before they can play. This makes the purchase the entry point to the game rather than an action requested at the end.
Since the KitKat is already in the cart, users can move straight from the game to checkout without any additional steps or handoffs.
After placing the order, the reward continues through the delivery journey. The live-order screen confirms that an assured reward has been unlocked and that it will be revealed on the collected rewards page after delivery.
The game is built directly into the purchase journey. A user must add an eligible KitKat product to their cart before they can play. This makes the purchase the entry point to the game rather than an action requested at the end.
Since the KitKat is already in the cart, users can move straight from the game to checkout without any additional steps or handoffs.
After placing the order, the reward continues through the delivery journey. The live-order screen confirms that an assured reward has been unlocked and that it will be revealed on the collected rewards page after delivery.
User retried from silver tier
User retried from bronze tier
The reveal animation is tied to improvement, not every result. If a player moves from silver to gold, the gold reveal animation plays because they’ve reached a new tier. If they stay on the same tier or drop lower, only the time updates and the existing tier remains. This keeps the animation meaningful. If the celebration plays, you know you improved.
User retried from silver tier
User retried from bronze tier
The reveal animation is tied to improvement, not every result. If a player moves from silver to gold, the gold reveal animation plays because they’ve reached a new tier. If they stay on the same tier or drop lower, only the time updates and the existing tier remains. This keeps the animation meaningful. If the celebration plays, you know you improved.