Delivery Day
- Brand
- UPS
- Year
- 2017
- Objective
- Awareness
- Industry
- Other
- Mechanic
- Simulation & Strategy
- Platform
- Web
- Agency
- EPIC Agency
Objective
UPS wanted to raise awareness of two of its services, UPS My Choice® and UPS Access Point®, among a broad UK audience during the December gift-shipping season. Rather than run a straight promotional page, the brand wanted a lightweight, mobile-first piece of entertainment that would put those services in front of people who'd never read a corporate features list.
Solution
The player takes the wheel as a UPS driver in a low-poly 3D neighborhood, tapping each parcel that drifts into view and sending it to the house that matches its color before time runs out. Chaining correct deliveries back-to-back builds combos for extra points, while UPS Access Point icons appear periodically on the map, letting the driver route through them for a speed boost. A cartoon low-poly driver reacts in real time, cheering on good streaks and pulling a facepalm at a missed house. The whole round runs against a countdown clock, so the session ends the moment time expires and the score is tallied.
- 1
The game loads as a browser-based WebGL scene on UPS's promo site, styled in low-poly 3D and framed by a branded loading screen.
- 2
A title screen casts the player as a UPS driver for a day, tasked with sorting and delivering as many parcels as possible.
- 3
Each round drops the player into a low-poly neighborhood of houses fed by a continuous stream of parcels, each addressed to a specific color-coded home.
- 4
The core mechanic is a match-style loop: the player matches each parcel to the house sharing its color and sends it there, similar to Bejeweled-style matching.
- 5
Difficulty ramps up over a round, and skill comes from chaining several deliveries into one move to rack up combo points.
- 6
A countdown clock runs throughout, pushing the player to sort and dispatch the maximum number of parcels before time runs out.
- 7
UPS Access Point icons occasionally appear on the field; collecting one speeds up delivery and helps the player push out more parcels before time expires.
- 8
A low-poly UPS driver character accompanies the player throughout the round, offering encouragement and reacting to mistakes, including a facepalm gesture.
- 9
When the timer hits zero, an end screen appears showing the player's results for the round.
- 10
The experience is built mobile-first around touch gestures, with a desktop version added later to support play on larger screens.
