DATE:
February 2022
CATEGORIES:
Art Direction, Creative Strategy,
Illustration
Role:
Solo Project
YOU GO BRO
“YouGoBro” is a multichannel campaign for a potential collaboration between Super Mario Party, a video game developed by NDcube and published by Nintendo for the Nintendo Switch, and GoPro.
STRATEGY
The campaign will kick off with a scavenger hunt combining social media and ambient solutions. The Scavenger Hunt will be announced via the channels of both collaboration partners, along with the entry requirements and chances to win. Over a ten-week period, Super Mario Party action shots can be found in various locations. Live feeds from the GoPro camera will give participants hints on where the picture will be placed. This can be on walls as a mural, but it can also be on moving vehicles such as buses or trains, at famous zip-lining locations, or on the bottom of a swimming pool. Participants must take a photo with the mural in the background and share it with the campaign’s hashtags; the best picture from each location will win.
This campaign’s second execution is an in-game component. The character appears to be taking a selfie with a GoPro on a stick. While playing, a unique button combination can be pressed, allowing the characters to take selfies of themselves within the game. At the end of the game, the player with the best selfie will receive a bonus star, which will be distributed in various categories, giving the players an additional chance to win.
The final execution is a gaming photo booth. One can play Super Mario Party mini-games on a large screen while installed GoPros take photos. The images can be customized on a screen and printed or emailed; additionally, players receive a discount that can be applied to both companies products.
