Brief
MCSAATCHI.GAD helps McCain launching its new product : Instant Frites, the first-ever super crisp microwaveable french fries. To promote them, the agency created a TV ad featuring a young rock group in a recording session. As they play the music gets covered by « crunchy » noises coming from the sound engineer. Fcinq answers with an engaging online campaign in keeping with the TV ad.
How to reach the young audience with Instant Frites on a more digital media ?
They made it
Lot of people have been working on this project, here is our part of people working on it.
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Jérémy Petrequin -
Kevin Ronceray -
Josué Pichot -
Guillaume Sola -
Anthony Chareunphol
Results
111 021
players
486 407
games played in 1 month
Strategy / Idea
We created fake music videos where images and subtitles didn’t match at all. The user then sees the sound engineer is erasing and corrupting his files. Users are then invited to help the engineer recovering it’s files by participating in a musical blind test.
Mediatized on Facebook, this short formats helped affirming the campaign’s tone of voice. What’s in it for them? A trip to assiste to the concert of their dreams plus Deezer subscriptions.
UX / Design
The design was carefully thought to allow the brand’s universe and the game coexist. Each action the player does launches short videos shot to act as reminders of the TV ad. User journey was simplified to make the game more addictive and viral. A big part of this realization was to think the different screens as a big animation meant to orient the user through his journey. That way, we obtain a gaming experience that is both rich, original and in complete coherence with the product launch.
Code
We used the Deezer library to offer a wide variety of playlists. Everything is automated, whether it’s retrieving playlists, music, artists or even creating different proposals for each music from the associated artists. A regular import into NodeJS via the Deezer API allows us to stay up to date and make the playlists live by adding new songs in it.
The biggest challenge of this project was to offer a video and music experience on all devices. Have a fluid and engaging experience on desktop, with video, animation, sound design.But also fluid on any tablet and smartphone, adapting according to the constraints of the device, (possibility of autoplay of the video / audio or not for example). All the while minimizing loading times, including ghosts loading, which pre-loads the media you will need later as you navigate a page. These different media are also selected according to the speed of your Internet connection, always in order to reduce the loading times.
