Did you know there is an entire market, with live price-tracking, for collectable sneakers? Well, now you do. Warsaw Sneaker Store asked us to create an engaging city game to promote a very limited release of the Nike Jordan IV x Union shoes.We had to make it attractive for a very specific target group. We wanted to draw in the mostly young crowd passionate about collecting (and reselling) limited models of shoes. They value unique experiences, are highly competitive, and love it when things are hard to get.
Tech Stack: Node.js (Nest.js), React (Next.js) – all in TypeScript
We developed a web app for the city game event for more than thousand participants.
We created the Union Quest - The City Game in two weeks. Each player had to follow a unique route around Warsaw and check in specific places by scanning QR codes. The QR codes included the client's branding making it also an awareness campaign. We took care of technological solutions and UX, created a landing page, figured out how to prevent users from cheating and how to keep them motivated. Then we coordinated the game as it happened.
Users started by registering on a landing page. Then the algorithm created a randomized route consisting of 12 spots, making sure the players aren't running in groups. The distances and walking time were the same for every user. They could walk or ride a bike, a scooter, a car - whatever they wished. The QR codes were hidden in places not accessible by car, so players had to be fast and agile.
The map in the application showed the spot within 50 meters. Players had to figure out where it was. They had additional hints shown on their map. If someone ran into difficulty a game coordinator would send them a message with leading questions, providing additional hints. In some places, players also had to complete additional tasks to obtain the QR code, like a three-point field goal.
As users arrived at a specific spot they had to take a selfie and upload it to the website. That was how we verified whether the players didn’t cheat.
The top 20 winners got the opportunity to buy the shoes. We also prepared a consolation prize in the form of a discount code for everyone who completed the game.
The game wasn’t easy to complete, giving the players a sense of unique achievement. The algorithm which created the routes made sure the players crossed paths and saw each other, giving them additional motivation to keep going and be competitive.
In total we counted:
- 2227 kilometres run by participants
- 1380 registered participants
- 200 participants with all 12 spots scanned
- 20 winners
- 12 locations
- ~8 hours
- viral potential
- really unique and engaging campaign
- building brand awareness and reputation
- communication tailored to the target group
- giving brands/suppliers more reasons to provide more exclusive product drops