Coca-Cola Snapchat Game
To raise awareness of their sustainability efforts, Coca-Cola was looking to find an engaging way to inspire teens to recycle their plastic bottles after use. Our solution was a partnership with Snapchat to create a game that would attach positive emotions to recycling.
Responsibilites
Art Direction
Agency
Movement
Challenge
Our task was to devise a game focused on recycling Coca-Cola bottles in a fun and exciting way. To fully immerse the user in this experience, we aimed to harness the power of the Snapchat platform to use facial gestures or head movements to navigate their way through, potentially also placing the user’s face within the game for additional engagement.
Initial concepts
I started by sketching up concepts of several different approaches for the game, considering different ways that Snapchat’s unique features could be used to maximise playability.
After discussing with the client, the chosen approach was an infinity running game where the user could navigate the character by raising their eyebrows to jump and collect the empty bottles.
Game mechanics
Once the game format had been established, we needed to build the structure of the game. To add depth and variety, we considered including platforms that the character could jump on to collect randomly placed bottles. A set timeframe was included to generate a sense of urgency for recycling the bottles.
Establishing the look and feel of the game
To help the game stand out from others on Snapchat, we decided upon a retro look and feel. For additional visual intrigue we included a parallax style animation for the background.
Defining the playable character
With the user’s face included in the game, the character needed to be dressed in a gender neutral way. After some research, I decided that a tracksuit with the hood up would achieve this. The addition of a backpack allowed for the character to store bottles and power ups, such as a vacuum to collect the bottles quicker.
Game design
We had regular reviews with the Snapchat design team to establish and refine the design, along with the playability of the game. The result being a uniquely engaging way to encourage recycling for Coca-Cola.
