Sonic Drive-In
Awards
Inspired by the classic games of our childhoods, we created a game to help people remember the Sonic lineup of happy hour drinks – shakes, floats, and ice cream slushes. Users are challenged to perform a certain action when each product is called out (such as dragging their mouse upwards for a “Float”). This unit took on a new life on CTV, which saw users gesturing with their remote control. It was the first-ever ad campaign to make use of the remote control's gyroscope functionality on CTV.
Inspired by the 90's classic game, "Bop-it", players has to correctly respond to the visual commands with a corresponding gesture.
Gameplay
For Desktop & Mobile
Shake it! - Click/tap and drag horizontally
Float it! - Click/tap and drag vertically
Slush it! - Click/tap on the screen repeatedly
For CTV
Shake it! - Shake your controller left and right
Float it! - Move your controller up
Slush it! - Move your controller to the right
Final Deliverable
CTV Optimization
After desktop and mobile, we were ready to optimize for CTV. In order to create a seamless and intuitive user experience, I decided to collaborate with an engineer who was working on a new gyroscope technology at the time. I had two goals in mind.
One, I wanted to maximize our interaction capabilities by utilizing Apple TV's remote control to enhance the experience in ways which desktop/mobile couldn't.
Two, I wanted to keep the same narrative as the desktop/mobile while adding the effects of the interaction that still aligns to the themes of this experience.
User Testing
We went through several rounds of user testing to refine the interaction and gameplay. We set up a projector in our office and invited everyone to play a game during their down time and give us any feedback. Through this set up, we were able to discover some details that needed to be finessed, such as timer, movement, and animation.
CTV Deliverable
Results
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47s
Average spent
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33%
Replay
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13%
Brand Preference
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12%
Purchase intent