Project Overview
Mnet’s goal was to build upon our previous year’s award-winning Kia Game On mobile app, transforming the tennis watching and TVC experience once again, to give armchair athletes the chance to feel what it is like to be on-court, by challenging their reaction and coordination returning against the world’s fastest server at real speed, live during a TV broadcast.
Project Commissioner
Project Creator
Team
Team Mnet
Project Brief
Our challenge was to expand on the success of the 2014 app.
Game On 1 broke the mould by turning TV ads into games. It delivered Kia’s best month of sales ever and even had people asking Kia for more ads – when has that ever happened before? Game On 1 won the Sports and TV/Movies category last year and then went on to win a dozen more awards including ‘Most Innovative App’ at the 2015 Mobile World Congress in Barcelona.
As the old phase goes “don’t fix what ain’t broke”. Thousands of people were still playing Game On each week, even though the campaign had finished 6 months previously. The game still had a willing audience.
Project Need
Kia Game On is built on Mnet’s globally patented technology ‘Hark’ that uses audio watermarking and server side technology to synchronise app experiences with broadcast media. This year we expanded the innovation with a 3D panorama, an Android Wear app and we delivered content via beacons.
Through valuable enhancement the following results were achieved:
120,000 extra app downloads, above those gained in Game On 1
On average players spent 19.36 minutes with the App
53,000 users put themselves on the court with the new panorama feature.
97% of the 867 users surveyed said they would play next year as well!
User Experience
We were determined to add value. We enhanced the UX in 8 areas.
We added replay animations of shots.
We re-designed the scoring system to make it more accessible, rewarding and motivating. The gauges reporting your score were more informative, delightful and every point gained became an entry into the competition.
We added Instant Prizes and a Prize board. Users loved this.
We introduce new leagues. Friends’ League integrated with Facebook so that you could see how you were faring against your friends, whilst Star Leagues allowed you to measure up to some famous names playing the game during the campaign.
We delivered a world first smartwatch app. User could swing with an Android watch on their wrist and enjoy a nicely scaled depiction of score. From the meaningful styling of the “Waiting for Serve” status to the elevation of buttons this was an authentic smartwatch app true to the Wear interaction model.
We delivered beacon activation on ground at the Australian Open.
We added value with 3D panorama; “Put Yourself On Court” and a Quiz.
Lastly we completely rebuilt the UI with a new style and some fresher patterns.
Project Marketing
To support the app and drive downloads, we worked closely with Channel 7 and created 45 second spots, featuring station talent introductions, as well as scheduling specific times for in-home gameplay to give the appearance of seamless, in-programme editorial content.
Downloads were also driven through paid media activity, with messaging matched to that day’s tournament play - ensuring that Kia was adding to the conversation, rather than interrupting.
In outdoor, we created special courts with interactive beacons, which helped guide users around the Australian Open precinct, complete with sound. Each of these zones was put through its paces in a rigorous after-hours testing programme, ensuring that in-mall gameplay delivered seamless player experiences.
Over and above paid media, the interactive and fun game play social media shares and write ups on tech sites confirmed our world-leading innovation, and generated over $2 million of editorial support which also drove downloads.
Project Privacy
As a company we take a best practice ‘privacy by design’ approach to all our projects, for compliance reasons and in accordance with our user centred approach.
We have our own evolved Privacy Policy (http://mnetmobile.com/wp-content/uploads/2014/06/mnet-privacy-policy.pdf) which conforms to the requirements of The Privacy Act 1988. The methods and constraints relating to how we collect store, disclose (including de-identify) and remove data are detailed in this policy which is globally accessible on our website.
Our methods are practiced responsibly by trained and dedicated Competitions and Promotions staff and technical support staff. This underpins all the work we do for clients.
Best Expanded Service or Application
Open to apps in all categories with updates and developments that truly enhance the user experience and take your app or service to another level.
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