If Only: Checkland Kindleysides imagines the possibilities of in-game product drops
If Only... product drops could be gamified, marvels Sean Brady, senior creative at Checkland Kindleysides
Words by Sean Brady, senior creative at Checkland Kindleysides
While gamification is changing the world, brands continuously seek hype by getting their most prized products to their most enthusiastic fans. If only the dopamine hit of product drops and gaming with the irresistible pull of immediate gratification could be combined.
Picture this: a virtual product drop hosted in the fantasy realm of an online gaming platform. Sustainable, no-contact and raffle-free. Just a global battle that puts gaming skills to the test to unlock the world’s rarest trainers. Once inside, a drone distribution centre sends out a shipment every day over a ten-day period. Players shoot down drones containing product drop codes and counterfeit goods (for added authenticity). With the code in virtual hand, players race to the collection point to unlock the prize. It’s an instant drone delivery right to their doorstep. Now that’s what I call a product drop.
Image Credit: SEAN BRADY & MIKE TRISTRAM
Brady is a senior creative at Checkland Kindleysides, and the creative force behind some of the most groundbreaking work that has come out of Adidas, Adidas Originals and Oakley in recent years. Checkland Kindleysides is the creative studio that reimagines and ignites consumer desire – wherever people fall in love with brands.