— PROJECT NAME
Hawaiian Bun Launch
— ROLE
Creative Director
Wonder’s new Hawaiian Buns launched with limited resources and specific objectives, centered around increasing awareness and gathering FPD. To achieve our goals, we developed an interactive digital game to spotlight the new product. Working with an in-house developer, we brought the BUNgalow game to life, seamlessly integrating graphic elements from the packaging and POP displays into the gameplay for a cohesive brand experience. By incorporating playful characters like the Kona crabs, we subtly infused the essence of “Hawaii” into the concept without appropriating Hawaiian culture.
We strategically incentivized gameplay, offering enticing rewards such as Wonder swag and daily $100 gift card giveaways, while leveraging digital and social media campaigns to drive traffic to the game site. The outcomes exceeded our expectations:
- 275k+ Total Plays
- 60,000+ Unique Players
- 32,000+ Marketing Email Opt-Ins
- 10.7 mins Average Play
- 4.58x Average Plays/User
This initiative exemplified our ability to execute high-impact campaigns within budget constraints while connecting with our target audience in a memorable, positive way.
