BACKLOT CLUB UNIVERSAL
Universal sets the stage for community, competition, and new ways to play at the park.
Elevating the Universal Parks experience is no easy task! We learned from what’s working and what’s not in the phygital fan engagement spaces and built on them to help Universal design a seamless layer on top of the physical parks experience that transcends the park beyond the arches.
THE EXPERIENCE
We worked with the Universal team and our team of thinkers and doers to create an easy to engage with park focused platform that gamifies the park experience and creates a path to engaging audiences when they have left the park for the day. Focused on building one core audience, we see this platform as a way to test and scale games and limited experiences with fans, as well as building out a more robust consumer profile for re-marketing and loyalty.
We led the research, shaped the experience design, UI, and UX front-end design for Backlot Club; working with a group of partners to bring the fun to the park.
