We have created a mobile web-page game ’Unlock The City’ with limited access only for signed up users. Due to the App Store limitations, the game was created on a mobile web page.
TV and OOH advertising of tobacco products are prohibited in Russia. Only digital advertising is allowed, which significantly limits brand communications. Together with the brand team we have faced the task of engaging the audience and increasing sales using only online channels. Since applications of tobacco brands aren’t allowed on App Store, the game had to be created on a mobile web-page.
T-ink is the global leader in the application of conductive inks in the retail sector. During the promo, Kent packs had a touchcode based on T-ink technology with unique IDs. Whenever a user pressed a new pack towards a mobile gadget, the T-ink touchcode recognition algorithm unlocked new features within the game. The game was built on React.js + Node.js. The software implementation of the T-ink technology was adapted by the Nullgravity team and integrated into the product as an SDK.
‘Unlock The City’ was introduced as an interactive map of the city. Game points are marked in the map. Whenever a user unlocks one of them, he gains access to new content, mini-activity or unlocks one letter. All of the letters are collected in the user’s profile. At any point the user can try to put them in a word that stands for a daily/weekly/main prize. All of the points on the map are activated with a touch of KENT pack with integrated T-ink technology.
T-ink uses conductive ink to make ordinary objects intelligent and interactive. The technology embeds a secure conductive ink signature in packaging to connect products to the digital world.