We worked with Universal to create awareness and excitement about the launch of Renfield, their newest horror-fused feature!

We designed and built an interactive web game that came to life through a creative campaign, marketing plan, media partnerships, and a prizing collection that included a first-ever digital art collectibles series inspired by the film. The goal was to create a reusable asset for future film promotions and fan engagement and set the stage for the integration of web3 tools into the next generation of consumer CRM ecosystems.

The Ask

Create and test a fan experience that unlocks value for the consumer and new functionality for Universal beyond that of a traditional ticket purchase.

This test should explore the desire of the audience to deepen their relationship with similar content or experiences beyond this transaction.

Experience Design Musts:

Make it simple
Hide the technology
Make it fun
Weave vintage into the experience in a fun way

The Solution

We crafted an experience that served as a test of web3 technology's ability to motivate fan engagement, while maintaining a focus on storytelling and UX simplicity.

We conceived and built the FREE RENFIELD Challenge, an interactive game where users search for hidden bugs in movie scenes, inspired by Renfield's bug-eating superpowers. Players swipe through stylized photos to find bugs and win digital and physical collectibles.

The game is powered by the Aptos blockchain, and through this build we were able to create a fan engagement infrastructure that Universal can now efficiently leverage across a wide variety of IP and promotional campaigns.

Users can play the game & enter for a chance to win exclusive prizes.
Opportunities to win a Dracula themed Pinball machine, Dracula inspired jewelry, unique artwork, and more prizes.
Game mechanic was simple; find bugs hidden in the film scenes for a chance to win. Finding up to two bugs per day increased chances to win.
Every single day, users could log in to play, buy tickets, and invite friends.
Build on the Aptos blockchain, we evolved the wallet creation process to remove friction for consumers.
Larger scale prizing included rare custom designed digital collectible art that was minted and then available to winners to download and share with friends or on other surfaces.

Audience research
Design Strategy
UX development
Art Direction
Copy development
Game campaign creative direction and development
Full stack web app development
web2/web3 integrated build
CRM integrations
Pop-up concept development

Prizing

Focusing on sustainability, extending the IP beyond the screen, and providing both highlight sought after prizes and large at-scale prizes that won’t have a negative environmental impact, we approached prizing from a horror fan and curated what they would want.