Eyecatcher
Read the story- Brand
- Dynoptic
- Year
- 2022
- Objective
- Awareness
- Industry
- Other
- Mechanic
- Arcade & Action
- Platform
- Social
- Agency
- Inhalt Und Form
Objective
Dynoptic, the Swiss network of partner opticians, needed to promote a professional eye test — a dry, clinical service — to people who weren't already planning a visit to an optician. Instead of a straightforward ad, the brand wanted an unexpected, playful format that would grab attention mid-scroll and still funnel players toward a free vision check at a Dynoptic partner.
Solution
Tapping the Instagram or Facebook ad opens the game right in the feed, no app to download. The front camera turns the player's own face into the controller: eyes rain down from the top of the screen, and the only way to catch one is to wink. Snagging a pair of glasses triples the score, while an onion sets off virtual tears and briefly stalls the action. Points build up as an "Eyescore," and when the round ends, the player is sent straight to a free vision test at a Dynoptic optician.
Results
Average session length ran over 4 minutes. The campaign reached 2 million people, generated 5.2 million impressions, and drove 180,000 interactions.
- 1
The player encounters the game as a Dynoptic ad in an Instagram or Facebook feed and opens it directly from that ad, with no separate app to download.
- 2
A front-camera AR effect activates, putting the player's own face on screen as the controller — the game is played with the eyes rather than fingers or hands.
- 3
In the core loop, eyes fall from the top of the screen and the player aims at each one and winks to catch it, adding to a running "Eyescore".
- 4
Eyeglasses occasionally fall among the eyes; catching a pair of frames triples the points earned for that catch.
- 5
Catching an onion is a penalty: it makes the eyes on screen water and briefly halts scoring.
- 6
The session ends with the player's final Eyescore displayed alongside an offer to book a free eye test at a Dynoptic optician.
