Overview

Role: User Experience Designer

Idea:
The campaign was about getting people outside and back to doing things they weren’t able to do before because of allergies. With a series of films, we crafted a narrative that had three distinct storylines, multiple layers of narrative within each and also a few light games along the way. There were surprise characters as well as objects to collect which enabled the player to move onto the next level.

Challenge:
Find a new way to engage the audience, as well as to become top of mind with allergy sufferers during the fall allergy season, that may not already be Zyrtec users. 

Result:
Johnson & Johnson Zyrtec, JWT NY and HAUS partnered with Google to create a user-guided scavenger hunt that pushed the limits of interaction within YouTube. Parks Unleashed combined 136 interactive films, in-channel multi-level games, social channels, and prizes into one seamless user experience. Players competed to win tablets and prizes around the park. Mashable summed up the viral success in this article.

I worked closely with the creative director and game designer to craft a narrative that had three distinct storylines, multiple layers of narrative within each and also a few light games along the way. There were surprise characters as well as objects to collect which enabled the player to move onto the next level.

The Zyrtec YouTube Channel had over 2.2 million total views, almost all of which were drawn by the game — over a roughly six-week period. The average player spent seven minutes playing the game. Some returning players were on for 30 minutes or more. There was a 4x increase in participation during the final week thanks to guest appearance by Queen Latifah.

Awards:
Clio Healthcare Silver - Games
IAB MIXX Awards Silver
James E Burke Marketing Award
Webb Awards Digital Advertising Honoree
Cannes Lion Media Shortlist 

Team:
Creative Director: Tim Nolan
Brand Creative Director: Howard Lenn
Game Designer: Josh Shabtai
Copywriter: Lesley Coleman
Producer: Vanessa Scanlan