"CyberCrash" - Web Gamification For Brand Positioning

Objective

Citydrive, a car-sharing service in a competitive urban mobility market, needed to convert casual gamers into paying customers and increase engagement among existing riders. The brand sought a playable experience that aligned with its modern, forward-thinking positioning while generating repeat interactions and measurable ride bookings through a structured incentive system.

Solution

WIM.Agency delivered the project end-to-end—concept, UX, audience segmentation, copywriting, design, and IT infrastructure—developing a standalone web-based game using flappy-bird mechanics where players pilot a neon-punk flying car, collecting bonuses while dodging obstacles across an endless level. The game ran from June 19–July 17, 2024, with a three-life system (the session ends and shows results once the third life is lost) and three attempts per week. A short onboarding sequence on the landing page introduced the flying-car controls before play began. Players scoring 200+ points unlocked promotional codes for ride discounts; weekly resets allowed users to earn fresh codes each week, with a maximum of four codes per player. The cyberpunk aesthetic—pixel art, neon colors, flying-car imagery—reinforced Citydrive's contemporary brand voice. The experience was hosted on the agency's own domain infrastructure as a dedicated landing page, rather than the mobile app, to maximize reach.

Results

The campaign achieved a 90.11% completion rate among registered players and a 427.54% replay ratio, indicating strong sustained engagement. Over 20% of users converted to promo-code redemption, maintaining this rate consistently across the four-week window; roughly 2% of players earned all four available codes. The project earned silver at Tagline Awards 2024 (Online Game category) and bronze in Game Mechanics, plus a shortlist nomination for Workspace Digital Awards 2025 (Desktop Games category).