Imaginaria
- Brand
- Livraria Da Vila
- Year
- 2012
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Adventure & Quest
- Platform
- App
- Agency
- JWT Brasil
Objective
Livraria da Vila wanted to own the territory of "loving to read" and make that love visible: readers publicly showing what they were reading, with that social activity looping back into store visits. The mechanic ties the two together directly — the more places a reader checks into, the bigger the discount waiting at the till.
Solution
The player signs into the free iPhone/iPad app and connects Facebook and Twitter, which surfaces friends already playing. From there they name the book they're currently reading, search the app for a fictional location from it — Hogwarts Lake, Lilliput — and checks in there; if the place isn't in the database yet, they add it themselves. Each check-in can carry a comment or a quick opinion on the book, and can be posted out to social media as "I'm in Lilliput right now." Every visit banks points, points build into a reading level, and the level sits on a leaderboard against friends. Enough accumulated check-ins convert into a discount to spend at a physical Livraria da Vila store.
- 1
Players download Imaginaria for free from the App Store on iPhone or iPad.
- 2
The app connects to Facebook and Twitter and automatically matches contacts who already use the service, building the player an in-app friends list.
- 3
Players name the book they are currently reading and share it in the app, then search for a fictional place mentioned in that book, such as the Lake at Hogwarts from Harry Potter or Lilliput from Gulliver's Travels.
- 4
Players check in at that fictional place, the way a Foursquare check-in works except the coordinates come from literature rather than a map; if a place isn't already in the database, players add it themselves, growing the shared list of fictional locations.
- 5
Each check-in carries a comment where the player records an opinion on the book or the place.
- 6
Check-ins can be posted to Facebook and Twitter, letting friends see where the player is "currently" located in fiction.
- 7
Check-ins earn points that accumulate with every book read and place visited, producing a reader ranking players can compare against their friends inside the app.
- 8
Accumulated check-ins convert into a discount at Livraria da Vila's physical stores, with more check-ins yielding a bigger discount.
