Launching New Fitbit Products
The goal of this campaign was brand awareness for Fitbit’s two new fitness trackers: Charge 2 and Flex 2. The Fitbit Running game was the first full mini-game created by ISO and was cross-platform between Fire Tablet, Fire TV, mobile/AWA and desktop. The tailored landing page evolved to a true Fitbit storefront on Amazon.
GAMIFYING FITBIT ON AMAZON
A few months before Fitbit was due to launch two new products, they reached out to figure out how to they could best present the products to Amazon customers. Without knowing the specifics of the new devices, we came up with a pitch that included an execution combine awareness of all the new (and old) features into a game that customers could play. In the end, Fitbit ended up buying two versions of the mini-game and our journey creating the Fitbit Run and Swimming challenge game began.
WHO ITS FOR
This experience was going out to a large range of Amazon customers so we wanted to make sure players didn’t need any prior experience playing video games or knowledge of the brand.
Several iterations were done of the character animation in AfterEffects to make it as fluid as possible. Since there were multiple characters that needed to have the same motion aspects a script was written for us to be able to switch out the assets from one character to another a the click of a button. Once the character rigging and animated sequences (like standing, running, jumping, falling or floating, swimming, diving, and knocking) were completed we worked along side our design technologist to ensure timing and the frames we were grabbing fit the interactive portion of the game.
An ad execution like this was a new venture for our team (and Amazon) so in order to set ourselves up for success while creating the optimal experience, we decided to go in an arcade-like unidirectional format where the user could control the character jumping or diving under obstacles.
The secondary goal for this, as it was still at the core an ad product, was to usher users to a landing page at their end of their gameplay so they could find out more information or shop for the product. We did not want to force this so once the user lost all three of their lives they had the option to play again or learn more about the products.
THE STORY + JOURNEY
After the user selects their character they are counted down by flashing numbers and the race begins. As the user’s character runs or swims they have to jump over or dive under obstacles they are able to see their steps, laps, and heart rate tracked at the top of their screen. Their goal is to collect all three of the badges, very much like the actual Fitbit app, and as their steps/laps go up and heart rate held they receive the badge that correlates with their achievement and the key features of the new devices.
The Fire TV experience is similar to the Fire Tablet in user flow and game play, with the main exception being the jump action is controlled with the UP arrow on the Fire TV remote. Once the game has ended, the customer has the option to either replay or go directly to the Fitbit product detail page. Another difference for Fire TV is the absence of the Learn More button in the top right of the screen. This is removed to avoid any accidental clicks on the Fire TV remote that would prematurely exit the gae.
The running game was featured on Fire Tablet, Fire TV, Desktop, and Mobile so that meant our users would have different tools and habits for each device. By tailoring the experience and instructions for the game, we were able to minimize the time it took the user to understand how to play the game. For Fire TV they would utilize the large central button on their Fire TV remote, Tablet and Mobile they could tap the screen, and on Desktop they would use the ever-useful space bar.
Simplicity was key when deciding on the CX. We used the box for both general awareness and to drive customers to a Kellogg’s snack landing page to shop their favorites via an Amazon Smilecode.
Being an ad product, discoverability of these games would rely on traffic drivers which varied by platform. For Desktop, Mobile, and Fire TV the ad drivers were banners while for Fire Tablet it was included on the device’s wake screen.
The visual design of the game was made to resemble the badges in the actual Fitbit app which lent itself to the playful and illustration heavy aspect of the product.
THE UN-HAPPY PATH
Advertisers and innovation often lead to things being missed because of time constraints and this project did not escape it. While doing rapid-fire testing of the Running Game with any user I could find (since we did not have a set user pool this meant unsuspecting family members and coworkers on my floor) we found that users continued to press on the right side of the screen to get started instead of pressing the “start” button on the left side of the screen. Unfortunately because of timing we were unable to get resources allocated to work and test a new solution prior to launch.
When it all came together we completed a team-first by creating the first (and second) branded mini-games and created a framework and workflow to replicate the process in the future.
After the branded game launched on Amazon it quickly became a top record holder for highest engagement for an ad hosted by the organization, steering the course (and providing the business case) for more experienced based campaigns.