Shoe Paradise
Open the game- Brand
- ALDO
- Year
- 2012
- Objective
- Sales
- Industry
- Fashion & Beauty
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- VITRO
- With
- Kokokaka
Objective
ALDO built the game to launch its Spring/Summer 2012 collection, turning a routine seasonal lookbook into something shoppers would actually engage with and pass along. The goal was to surface as many styles as possible, feed players product information and links into the online store, and use a discount and sweepstakes to pull people into physical ALDO locations.
Solution
Players pick a male or female avatar and set off running through a tropical obstacle course, grabbing pairs of shoes from the new collection as they go before time runs out. Sharing the game on Facebook, Twitter, or by email earns extra time to keep the run going. Collect every shoe in the line and you unlock a 15% discount code along with entry into a sweepstakes for a three-minute in-store shopping spree. Clicking on any shoe picked up along the way drops the player straight into that product's page in ALDO's online store. In participating stores, a separate mobile version let shoppers pull up aldosp.com on their phones and hunt for the real, marked-down models on the shelves.
Results
Sales increased by 20%.
- 1
The game lives on a standalone microsite, aldoshoeparadise.com, that invites visitors to play for a chance to win, and opens by having the player pick and customize a male or female avatar.
- 2
The chosen character is dropped into a tropical ALDO world styled after the brand's Spring/Summer 2012 campaign imagery, shot by Terry Richardson and shared with the print and in-store visuals.
- 3
The core loop is an endless-runner-style obstacle course: the player steers the avatar past obstacles, scoring points while running, and collects pairs of shoes from the new collection scattered along the track.
- 4
A three-minute countdown governs each attempt, and the run is split into four levels; any level with an uncollected shoe repeats until the player picks it up.
- 5
If time runs low, the game offers to share the game on Facebook, Twitter, or email in exchange for extra playing time.
- 6
Collecting every shoe within the time limit earns a 15%-off coupon toward the next purchase.
- 7
Separately, players can enter a sweepstakes for a randomly drawn grand prize: a three-minute in-store shopping spree worth up to $3,000 (or £2,000, depending on country), free to enter.
- 8
Each shoe collected in-game doubles as a product listing, letting the player view details and click through to buy that pair on ALDO's online store.
- 9
The campaign extends into physical stores via a mobile companion site, aldosp.com, which directs players to specific shoes on the shelves and requires completing three levels across three different ALDO stores to enter a further prize draw.
