Change For Xperia
- Brand
- Xperia
- Year
- 2014
- Objective
- Engagement
- Industry
- Tech & Telecom
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Lauriane Maupas
- With
- Emmanuel Bonnet
- With
- Uzful
- With
- Axel CORJON
Objective
Sony Mobile wanted to build French buzz for the Xperia Z1 Compact by turning it into a Facebook favor: instead of pitching the phone directly, the campaign got friends talking about each other, with the device woven into the experience as the reward for playing along.
Solution
You log in with Facebook and land on a card that asks what a specific friend should change about themselves — you swipe right for "On change!" or left for "Ne change pas" through a deck of animated icon cards, one life topic at a time, tracked by a circular progress meter. Once you've judged your friend, the tables turn: you invite people to judge you the same way, and until enough friends respond, your own results stay locked behind an invite screen. When verdicts do arrive, they cascade onto the screen as stacked columns of cards showing how your friends voted on you. Along the way you're also nudged toward a seven-step reveal of the Xperia Z1 Compact itself.
- 1
The game opens on a landing screen with two buttons: one to dare the personality challenge, one to go straight to a product showcase for the Xperia Z1 Compact. The experience is built for portrait use on a phone, and prompts the player to turn the phone back if it's rotated to landscape.
- 2
Choosing the challenge leads to a Facebook-connect screen. While the login SDK loads, a preview animates through the life categories the game will ask about — profile picture, opinions, friends, partner, hair, music, parties, job, food, look — then the player taps Facebook Connect, grants permissions, and the game pulls in their name and photo before moving on to the questions.
- 3
On a first visit, an onscreen hand demonstrates the answer gesture once, showing how to swipe a card toward either of two labels: "Don't change" or "Let's change."
- 4
The core loop is a deck of cards, each illustrated with an animated icon for a life category such as food, work, going out, music, or hair. The player answers by dragging a card left or right past a threshold (or clicking a yes/no button on desktop), and a progress indicator fills in as the deck is worked through.
- 5
Answers aren't self-assessments: each one is logged as a vote about the friend whose personal invite link the player used to enter the game, so working through the deck means judging someone else rather than oneself.
- 6
After the last card, a short transition leads to one of two outcomes. If no one has yet voted on the player, the game shows an invite prompt asking them to recruit friends before any verdict can appear; if votes already exist, it reveals a cascading list of verdict cards the player can tap for detail. Either screen offers ways to share the game — inviting specific Facebook friends, posting to the Facebook feed, or tweeting.
- 7
Choosing the product path instead opens a seven-step visual walkthrough of the Sony Xperia Z1 Compact, advanced by scrolling, swiping, or dedicated buttons, with its own step counter.
- 8
A menu accessible throughout lets the player jump directly between sections — welcome, questions, results, product, legal, and credits — with back-navigation supported through the browser history.
