DATA AS RESEARCH
Through collecting user data from our social media communities, we discovered that posts about topping choices and information generated the most engagement. Users found it interesting that you can create your own customised dish simply by adding your favourite toppings. Using this as a basis, we wanted people to explore different combinations of toppings in the most captivating way possible. In order to maximise potential, we kept the microsite at the centre of attention while the brand activation, OOH, social platform and digital ads played as amplifiers.
Using canvas, we created our own game engine and made a 3D world from scratch. The game was fully optimised to minimise any performance issues and performed like a game application rather than a microsite.