Tricky Tracks

Objective

Swiss Federal Railways (SBB) created Tricky Tracks as an interactive brand-building initiative for Gleis 7, its youth-focused online portal. The objective was to engage young audiences through a playful gaming experience rather than direct promotional messaging, establishing the brand as innovative and accessible to younger demographics interested in Swiss railways and travel.

Solution

A free browser-based puzzle game built with Unity3D featuring pinball-style physics mechanics. Players transport a passenger train across 20 Swiss landscapes by controlling a plunger mechanism, navigating through obstacles such as railroad switches, level crossings, tunnels, and steep inclines. The game launched with 15+ levels set in actual Swiss locations, emphasizing national identity and railway history. Distribution included the dedicated trickytracks.ch domain, integrated banners, Facebook promotion, and email marketing through the Gleis 7 newsletter.

Results

Not published.