Project Overview
A university’s Open Day is the biggest day of the year and its best chance to attract new enrolments. In 2014, it goes without saying that whatever universities do needs to engage and appeal to a tech-savvy audience.
To really set Deakin apart and build the type of buzz that would get even the most savvy audience engaged, we created an interactive, socially charged activation. As the name suggests, Super Happy Prize Time was the ultimate game for prospective students who used their phones to interact with a 15 screen megawall by logging in with Facebook and entering coordinates to win a range of great prizes including Deakin merchandise.
Project Commissioner
Project Creator
Team
Lee-at Jacobson - Account Director
Melanie Huang - Designer
Andrew Buntine - Lead Developer
Pietro Di Marzo - Front-end Developer
Sarah Ling - Account Executive
Project Brief
A university’s Open Day is the biggest day of the year and its best chance to attract new enrolments. In 2014, it goes without saying that whatever they do needs to engage and appeal to a tech-savvy audience.
We were engaged to make Deakin University’s Open Day the best one on record. Our aim? To use digital to ensure that all prospective students came away with Deakin as their first preference.
Our solution was an interactive, socially-charged digital activation with the aim to generate buzz on social media and provide an exciting experience for prospective students at Open Day 2014.
Project Innovation/Need
The development of Super Happy Prize Time included two responsive websites and integration onto a massive 5x3 panel video megawall with a total resolution of 5760 * 5400 px.
The first responsive website was designed for use on students' smartphones and allowed them to join the game. The website let students choose their coordinates and try their luck - giving them feedback via CSS animations if they won, were a near-miss or missed completely.
Students' activity was mirrored on the megawall, with each tile updating in real-time as students claimed prizes or misses. The megawall played large-scale CSS animations to welcome users to the game and acknowledge winners.
Design Challenge
The project involved a number of challenges from design to development.
In the design phase, we were confronted with a number of issues in designing for such a massive resolution (5760*5400), calculating legibility of text so that tiles weren't too small to read and ensuring that the entire experience was visually appealing to encourage students to engage with the activation.
Development presented its own challenges in coordinating 15 panels to display a complex web application that updated in real-time. Advanced CSS animations needed to be triggered based on students' guesses providing immediate feedback.
User Experience
The activation was a huge success, with an average playing time of 42 minutes per user, over 33,000 guesses and 1,646 happy students leaving with prizes.
Please see the accompanying video for interviews with participants explaining the experience.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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