Marvel's Iron Fist Challenge
Open the game- Brand
- Marvel
- Year
- 2017
- Objective
- Product launch
- Industry
- Entertainment
- Mechanic
- Challenge
- Platform
- Mobile web
- Agency
- Ogilvy Paris
- With
- Stink Studios
Objective
Netflix launched Marvel's Iron Fist to introduce viewers to the martial arts-centered superhero series. The campaign aimed to generate awareness and engagement among the online audience by creating an interactive experience that would resonate with the show's core theme of combat and physical prowess, connecting viewers emotionally before the series premiere.
Solution
Stink Studios and OgilvyParis developed a mobile-exclusive experience where users could test their punching strength using their device's built-in sensors. Players held their phones and threw punches; the accelerometer and gyroscope measured impact speed and acceleration. The platform featured a real-time leaderboard allowing users to challenge friends and compete against each other, with visual feedback powered by WebGL effects including fire particles and impact animations. The experience bridged entertainment and interactive gaming, turning promotional content into a participatory challenge.
Results
The campaign received an Honorable Mention on Awwwards on April 6, 2017. Community voting from 15 members averaged approximately 7.7 out of 10.
