Role: Associate Creative Director

Tasked with captivating their mobile user acquisition clients in a distinctive manner, Facebook Gaming (my old team!) enlisted the help of Cogs & Marvel to break through webinar fatigue among their EMEA-wide audience.

The key challenge was to take video sessions that we produced, hosted by tech journalist Alysia Judge, and craft a viewer experience that would be interactive, educational and fun. 

Our solution involved a complete reimagining of the digital event, transforming it into a retro, gamified virtual adventure.

The first step was a registration email campaign featuring an image of a mysterious locked door. To cultivate a sense of anticipation and curiosity, recipients were instructed to be on the lookout for the key to unlock this enigmatic door in a subsequent email.

On the day of the event, the landing page prominently displayed the same locked door as in the email, but with a notable difference. Guests had received a password granting them access to unveil the secrets behind the door.

Upon entering the site guests were greeted by a customisable avatar maker. Prompted to design their unique character, options included everything from hairstyles to eye colours to clothing options. However! A surprising twist awaited them – once the avatar was created, it found itself immediately confined within a jail-like cell...

Following an opening animation, attendees were guided to explore the Mobile All-Stars map with the mission to complete each level in order to free their avatar and compete for the opportunity to win an exclusive prize.

Alysia Judge, our red-headed host, not only appeared in-person within video content for each level but also guided guests digitally as her own avatar on our virtual map. Once all levels were completed, guests received a digital certificate containing their freed avatar and were prompted to answer a short survey to be included into a draw for various prizes.

This interactive, gamified approach ensured not only a memorable user experience but also sustained engagement throughout the entirety of the event.

Agency: Cogs & Marvel Client: Meta