Digital Art Direction + Creative Direction + UX/UI + Concept & Strategy + Original Art
Brief: Increasing consumer engagement and awareness through a cross-platform digital campaign that's integrative of applications, web experiences, and mass media. It was conceptualized around The Simpson's themed Tazos(Pogs) - disc-shaped toys included in PEPSICO's family of snacks for kids.
Solution: A digital campaign that combined mobile, web and social media to make the experience of collecting and playing with tazos bigger and better.
Through a 360 mass media effort, consumers were invited to digitize their tazos/pogs by scanning them with custom AR enabled applications. The digitized tazos were usable for playing app native and web games for special prizes and rewards.
The library of games and rewards grew through the duration of the campaign, making the app and web experience richer, while providing new and greater value to the collected and digitized tazos. A social component allowed users to earn"bragging rights", by sharing their personal "gallery" with friends on social media.
The digital part of the experience combined:
1. Mobile App: for users to digitize, upload and view tazos in their gallery(collection). It also presented them with games playable with "virtual" versions of their collected tazos.
2. Web Site/Hub: for users to manage their collection, play alternate games and receive promotional information. Similar in functionality to the mobile app, and a richer presentation of the user's tazo collection and game accomplishments.
The digital campaign expanded the play possibilities for Tazos, showing Pepsico as a fun brand, that gets creative when connecting with fans.