Hyundai
Browser racing game
Hyundai
Browser racing
game
Hyundai
Browser racing game
Hyundai
Browser racing game
Hyundai
Browser racing game
Role
Role
Product Designer, Game Designer
Product Designer, Game Designer
Product Designer, Game Designer
Product Designer, Game Designer
Timeline
Timeline
3 weeks
3 weeks
3 weeks
3 weeks
Platform
Platform
Web, Mobile
Web, Mobile
Web, Mobile
Web, Mobile
Constraints
Constraints
Tight budget, aggressive targets for organic social sharing
Tight budget, aggressive targets for organic social sharing
Tight budget, aggressive targets for organic social sharing
Tight budget, aggressive targets for organic social sharing
The product
The product
A lightweight, browser-based game designed to introduce the new Hyundai i30 N model to a non-traditional audience through casual gameplay.
A lightweight, browser-based game designed to introduce the new Hyundai i30 N model to a non-traditional audience through casual gameplay.
A lightweight, browser-based game designed to introduce the new Hyundai i30 N model to a non-traditional audience through casual gameplay.
A lightweight, browser-based game designed to introduce the new Hyundai i30 N model to a non-traditional audience through casual gameplay.
Business goal
Business goal
The client needed to build awareness for the i30 N launch and get people to book real-world test drives. Because ad spend was limited, the campaign had to rely heavily on viral social sharing to reach its numbers.
The client needed to build awareness for the i30 N launch and get people to book real-world test drives. Because ad spend was limited, the campaign had to rely heavily on viral social sharing to reach its numbers.
The client needed to build awareness for the i30 N launch and get people to book real-world test drives. Because ad spend was limited, the campaign had to rely heavily on viral social sharing to reach its numbers.
The client needed to build awareness for the i30 N launch and get people to book real-world test drives. Because ad spend was limited, the campaign had to rely heavily on viral social sharing to reach its numbers.
The approach
The approach
The creative director sold the client on a racing game. I needed to find a solution that was incredibly cheap to develop but still highly engaging and shareable.
The creative director sold the client on a racing game. I needed to find a solution that was incredibly cheap to develop but still highly engaging and shareable.
The creative director sold the client on a racing game. I needed to find a solution that was incredibly cheap to develop but still highly engaging and shareable.
The creative director sold the client on a racing game. I needed to find a solution that was incredibly cheap to develop but still highly engaging and shareable.
To solve the technical constraints, I pitched and designed a web-based clicker game. Instead of complex racing mechanics, I built the experience around a simple, addictive core loop. Players tap the screen for speed and invite friends to earn "energy" boosts, all while absorbing bite-sized, tweet-style car specs without breaking the gameplay flow.
To solve the technical constraints, I pitched and designed a web-based clicker game. Instead of complex racing mechanics, I built the experience around a simple, addictive core loop. Players tap the screen for speed and invite friends to earn "energy" boosts, all while absorbing bite-sized, tweet-style car specs without breaking the gameplay flow.
To solve the technical constraints, I pitched and designed a web-based clicker game. Instead of complex racing mechanics, I built the experience around a simple, addictive core loop. Players tap the screen for speed and invite friends to earn "energy" boosts, all while absorbing bite-sized, tweet-style car specs without breaking the gameplay flow.
To solve the technical constraints, I pitched and designed a web-based clicker game. Instead of complex racing mechanics, I built the experience around a simple, addictive core loop. Players tap the screen for speed and invite friends to earn "energy" boosts, all while absorbing bite-sized, tweet-style car specs without breaking the gameplay flow.
Kept dev costs near zero with a low-poly isometric track
Kept dev costs near zero with a low-poly isometric track
Solved the zero-ad-budget problem by rewarding social shares with in-game energy boosts
Solved the zero-ad-budget problem by rewarding social shares with in-game energy boosts
Instead of a dead end during off-seasons, we used the waiting screen to push the main business goal
Built the core mechanics for mobile-first gameplay
Built the core mechanics for mobile-first gameplay
Built the core mechanics for mobile-first gameplay
10,129
Total gamers
10,129
Total gamers
10,129
Total gamers
10,129
Total gamers
10,129
Total gamers
1,941
1,941
1,941
Social media shares
Social media shares
Social media shares
1,941
Social media shares
1,941
Social media shares
1,230
1,230
1,230
Test drive sign-ups
Test drive sign-ups
1,230
Test drive sign-ups
1,230
Test drive sign-ups
Tıme to hit
pause,
see you soon
Tıme to hit
pause,
see you soon
Tıme to hit
pause,
see you soon
Tıme to hit
pause,
see you soon
Tıme to hit
pause,
see you soon