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Using the trend of "gamification" to trigger consumers to playfully engage with the brand and become brand ambassadors.
Maurice Lacroix
Maurice Lacroix, a Swiss luxury watch brand, uses brand games to trigger followers to playfully engage with the brand. One of those brand games is Timecode, a geocaching app that lets the player explore a city. The game has taken place around the world, e.g., Tokyo, Osaka, Oslo, Zurich, London, New York, and several other cities.
The principle of the game is simple: participants will have to gather as many "timecodes" as possible via the official Android or IOS App. "Timecodes" are hidden physically all over the city and virtually on the web, but players must be careful: some are permanent while others are time sensitive...
The goal is to be as fast and responsive as possible in order to accumulate as many "timecodes" as possible! The winner is awarded with a Maurice Lacroix watch.
For Munich, Germany, we carried out a thorough assessment of the brand game, evaluating the digital and physical user experience when playing, and based on the insights, developed recommendations for further improvements.
In particular, we did the following:
analysis of usability of the Timecode brand game application, investigation of the user experience when participating in the brand game (online and offline), assessment of physical features such as route, integration of places of interests and city highlights, integration and interaction with local dealers and partners.
online and offline activities of Timecode Munich
main contributors from Brand Lab:
Christian Schimmelpfennig, Project Lead
key people from Maurice Lacroix:
T. Bentz, Marketing Director
R. Bättig, Digital Marketing
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