Crush Soda Interactive Experience
Tasked with enhancing the live and at-home viewer experience for a Canelo Alvarez boxing match, I led the art direction and user experience design for an innovative interactive audience experience. This project, executed in partnership with Xcite Interactive (now Versus Systems), leveraged an in-browser platform to engage both attendees and remote viewers through engaging games and enticing rewards.
Creative Process
The creative process entailed a detailed mapping of the user journey to ensure a seamless and engaging interaction at every touchpoint. I developed the visual assets and icons for integration into the Xcite platform, ensuring they were intuitive and appealing. Additionally, I designed the overall look of the campaign, including point-of-purchase (POP) displays that built anticipation leading up to the event. This holistic approach ensured consistent branding and messaging across all elements.
Design Execution
The interactive platform featured live trivia questions and memory match games, where participants could win a range of prizes from signed boxing gloves by Canelo Alvarez to product coupons. Offering participants the choice to play for rewards is known to drive significantly higher engagement levels, making this a strategic opportunity for enhancing Crush Soda brand exposure. Game prompts were timed to occur mainly between rounds and before the event started, maximizing participant engagement without distracting from the main attraction.
Challenges & Solutions
One major challenge was to design an interactive experience that would captivate the audience without detracting from the live event. The solution was to create quick, engaging games that could be played during natural downtime in the boxing match. This approach respected the viewer's primary interest in the fight while enhancing their overall event experience with minimal distraction.
Campaign Impact
The campaign set new benchmarks for audience engagement at a live sporting event. The fight itself broke attendance records at AT&T Stadium with 73,000 fans and attracted 400,000 new subscribers on DAZN. The interactive experience was a tremendous success, drawing thousands of participants who earned in-store coupons and competed for the grand prize of signed boxing gloves. The strategic use of interactive games not only amplified Crush Soda’s brand visibility but also enhanced the fan experience, making the event memorable for those in attendance and watching from home.
