The Playground At Zedd In The Park
View the case- Brand
- Google Play
- Year
- 2024
- Objective
- Engagement
- Industry
- Tech & Telecom
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- Phantom
Objective
Google Play sponsored Zedd In The Park and wanted the campaign to reach beyond the one weekend in LA. The digital Playground let fans nationwide relive the festival's installation and gave the Play Points loyalty program a reason to sign up and start earning.
Solution
Fans open the game in their phone's browser as Google Play Points members and land on a menu reading "COMPLETE EACH LEVEL," with three levels mirroring the real Playground: Course Runner (mini-golf, unlocked first), Peak Play (the lookout tower) and Whee! Slide (the water slide), each opening up as the last is cleared. In each level the player runs, jumps and dodges obstacles to collect balls and Play Points; clearing a level ends on a win screen with a REDEEM button that sends the points straight to the Google Play Store, where they go toward exclusive rewards like a signed Telos vinyl, a Zedd archive fanny pack, a bucket hat, a collectible poster and a Pixel Buds festival bundle. A leaderboard tracks top scores, and a Game Over screen lets players jump back in for another run.
Results
Over 661,000 players in the first three days, with an average session length of seven minutes.
- 1
The player opens the game from a promo link on a phone, gated to U.S. members of the Google Play Points loyalty program for the run of the festival. It opens on a pixel-art title screen for "The Playground at Zedd In The Park" in an 8/16-bit console style.
- 2
A level-select screen lists three stages to complete in order — Course Runner, Peak Play, and Whee! Slide — each with its own pixel icon. Only Course Runner starts unlocked; the other two sit behind locks until earlier stages are cleared.
- 3
Before a stage starts, a controls tutorial explains how to move and jump, followed by a countdown that launches the run.
- 4
In Course Runner, the character runs toward the camera along a lane through a sunset landscape, and the player steers side to side to collect colored orbs while dodging obstacles like logs. A score counter and point pop-ups track progress during the run, and hitting an obstacle ends the run on a Game Over screen that can be retried.
- 5
Clearing Course Runner unlocks Peak Play, a platformer where the character runs and jumps across platforms against a night sky, clearing gaps and collecting orbs.
- 6
Clearing Peak Play unlocks Whee! Slide, where the screen rushes forward as the character slides down a glowing chute, passing through colored rings and picking up cube items.
- 7
Finishing all three stages leads to a win screen showing the combined score and points collected, with a top-up bonus applied and a Redeem button that sends the earned Play Points to the Google Play store to exchange for festival merchandise while supplies last.
- 8
The player's result also posts to a leaderboard, letting them see their ranking against other players.
- 9
A menu outside the levels offers a sound toggle, an About screen, terms, a controls reminder, and back/close controls.
