Conga Master
- Brand
- Gucci
- Year
- 2020
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- AQuest
Objective
With office Christmas parties off the table in 2020, Gucci built a digital stand-in for the ritual as the centerpiece of its Gift Giving holiday campaign. The game gave the brand's audience a lighthearted way to spend time with Gucci during the gift-buying season and pulled traffic into the Gucci App, where it lived alongside the campaign's other content.
Solution
The game drops the player into an office Christmas party rendered in a retro '80s style. Taking control of one employee, the player walks the party floor and approaches coworkers one by one, coaxing each into joining a growing conga line trailing behind them. Every coworker who joins unlocks a new room of the office to explore, so the line — and the map — keeps growing as the player works the crowd. There's no scoring or fail state described beyond this: the session is simply about building the longest conga line and seeing the whole office open up.
- 1
The player opens the game — via a standalone promo site or the Gucci App — and lands in an arcade scene set at a 1980s-styled office Christmas party.
- 2
The player controls an office-worker character and moves them around the party venue.
- 3
The core loop is persuasion: the player approaches other party guests to recruit them into a conga line.
- 4
Each recruited coworker joins the back of the line, so the conga line grows longer as the player collects more dancers.
- 5
Progress unlocks new rooms of the office to explore, where the player continues recruiting dancers to extend the line further.
