SpongeBob BubblePop
View the case- Brand
- Nickelodeon
- Year
- 2019
- Objective
- Awareness
- Mechanic
- Arcade & Action
- Platform
- Installation
- Agency
- Make Studios
Objective
To mark the 20th anniversary of Nickelodeon's SpongeBob SquarePants, Singtel wanted a reason for families to walk into its stores rather than just its network. A body-controlled arcade game gave shoppers something to stop and play, with a store-exclusive collectible as the payoff and a limited-edition SpongeBob luggage strap and plan renewals on offer alongside it.
Solution
Players step up to a large in-store screen fitted with a motion camera — there's no joystick or touchscreen. Their own body movements steer SpongeBob around the screen as they dash to pop as many bubbles as they can in 60 seconds. When time runs out, the machine checks the score against a minimum target; clear it, and a ticket prints on the spot. That ticket is exchanged at the counter for a limited-edition SpongeBob collectible found only at Singtel.
- 1
A player at a Singtel store or roadshow stop approaches a free-to-play motion-controlled arcade station, active from July 6 to 21, 2019.
- 2
The player stands on a marked spot in front of the screen; a camera tracks body movement instead of a controller, buttons, or touchscreen.
- 3
A 60-second round begins, with a countdown timer on screen.
- 4
In an underwater scene, the player steers SpongeBob with body movements to pop as many bubbles as possible before time runs out.
- 5
When the round ends, the player's bubble count is checked against a minimum qualifying score.
- 6
If the score clears the threshold, the station prints a winning ticket on the spot.
- 7
The ticket is redeemed for a limited SpongeBob collectible exclusive to Singtel, giving every play a chance at a prize.
