Mattel: Game Collection

Mattel has asked us to create a custom interactive experience with a shoppable overlays running in a premium long form, episodic content across mobile, desktop and OTT. We decided to do a content collection style ad to fully featured all of the games that Mattel had to offer.

Goal & Focus

01 Gen Z Audience

For this project, we wanted to develop a highly tailored and engaging interactive experience specifically designed for the Gen Z audience. There was a boost in popularity for mattel board games among the younger generation, especially during COVID.

02 Digital Platform

Mattel was starting to embrace digital platforms for variants of popular games like UNO. We wanted to incorporate the digitalized version of theses games into our engagement to increase purchase intent and engagement.

Challenge

There was some concerns that the client addressed that was unique to this project.

After looking at our options and suggestions during the kick off call, they specifically asked if we would be able to promote 5 games in one single experience. Our team suggested doing a content collection style experience to showcase different products all at once all while having a different path for each individual product. Best part about doing this would be giving users a choice to interact with variety of paths which leads into giving users a sense of transparency and control.

They told us they were worried that showcasing a wide range of different games would be confusing and users will lose focus and interest. We convinced them that giving users a sample mini game will give the users a chance to test out the product and see if it's something they would enjoy playing.

Gameplay