Background
• Situation
As a worldwide leader in innovation and digital transformation, DTCM wanted to use the power of gamification to create an innovative mobile platform that would enrich the 25th edition of the Dubai Shopping Festival for its residents and visitors.
• Brief
Gameloft had to design and develop an innovative new mobile platform named "Yalla DSF" to keep shoppers engaged during the festival, while increasing awareness and foot traffic for its retail partners.
• Objectives
Develop a gamified solution that would motivate shoppers to explore the many DSF partner locations around Dubai, while giving them the chance to win exclusive rewards.
Describe the creative idea
Gameloft partnered with Dubai Shopping Festival to create the brand awareness of the shopping festival and increase the shopping activities during the festival by creating a web application which featured games as well.
Participants play the exclusive mini-game developed by Gameloft at the festival to get a voucher. In order to gain a voucher, participants need to go to a specific location and reach out to next level with a grand price to award the winner!
Describe the strategy
THE STRATEGY
Use a quest-like mobile experience to motivate shoppers to explore the various DSF locations. Shoppers were able to play DSF branded mini-games at GPS activated locations to win exclusive prizes total worth of 600,000 AED that can be redeemed across 50+ brands across Dubai.
THE TARGET AUDIENCE
• Residents and Visitors (App supported Chinese, Arabic, Russain and English)
• Millenials (GEN Y) – Age 18-30
• GEN X – Age 31-50
Describe the execution
• The game displayed a map of Dubai, highlighting key DSF shopping malls and other activated areas.
• Using GPS technology, new mini-game challenges were unlocked in the app every time the player stepped into an activated area.
• Players increased their chances of winning even bigger prizes by completing more challenges and competing with others on a citywide leaderboard.
• Completing a challenge provided the users with a chance to win exclusive and instant prizes that were added to their game wallet. Two lucky winners each walked away with a Grand Prize of 25,000 AED worth of Club Apparel points!
List the results
• 600,000 AED worth of Vouchers distributed
• Over 1,000 locations unlocked during the first week
• Game Completion Rate: 91%
• Engagement Rate: 99.5%
• Game Played: 212k
• Total Time Spent Playing: 118,607 min
Links
Website URL