Freeze Frenzy

     

When KFC introduced frozen drinks to their drinks menu we wanted customers to know about it. Specifically young people and millenials, so we decided to get their attention by building a game for Snapchat.

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The game was the first title in Australia for Snapchat, built mobile-first from the ground up. The main objective was to serve KFC customers entering the restaurant as quickly as possible. Each customer had a random order, but always included at least one frozen drinks. A fixed time limit ensured the gameplay was impactful and quick, the difficulty progressively increasing as time passed.

Screens

Occasionally, a customer would order both frozen drinks (the Pepsi Freeze and the Mountain Dew Freeze). When that customer was served, the players earned a "freeze bonus", which froze the clock for 10 seconds. When the game was over, players were awarded an exclusive KFC branded filter for Snapchat.

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Results

Results for the game well exceeded expectaction, with Snapchat reporting Freeze Frenzy was the most successful game on the platform to date:

• The average swipe-up rate was 13.05%, almost 3x better than the average of 3-5%
• On average, users spent 89.29 seconds engaging with the game, telling us that almost all users had played the game to completion.
• The filter had been unlocked 74,624 times, and had been viewed 17,387 times
• The filter has converted 34.12% of players who unlocked it into actually using the filter, which is over 3x better than the average of 10% for sponsored filters
• 3,260,798 total impressions over the course of the campaign
• 1,400,580 unique impressions

Check back for a case study link.

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Tech: HTML5, JavaScript 5, Greensock, PixiJS v4.

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