Golden Arrow 2014 nomination · BtoC sales promotion
Four elements. One map.
For the agency Los Mejores, INFINI.TO built the “Wybierz swój ŻYWIOŁ” lottery for Żywiec Zdrój: the website and the whole game mechanics. The site was fully HTML5 and responsive, and the 3D game board was displayed and driven through Google Maps, so the game worked on a tablet and a smartphone too.
For 63 days, from 12 August to 13 October 2013, players registered codes from bottle caps, picked an element and rolled dice to move its pawn across the board, hunting for prize fields.
63
Days of play
4
Elements, four pawns
2013
INFINI.TO × Los Mejores
Who Did What
A crazy idea, taken seriously.
Los Mejores led the client and the creative, MOJOTRIBE built the 3D board, and INFINI.TO made it all playable in a browser.
Los Mejores
Strategy, creative concept and the promotion mechanism; the key visual with 3D visualisations and illustrations of the main prizes; creation, concept art and post-production of the game board. Organiser of the lottery, with its legal and logistics handling.
MOJOTRIBE
The 3D model of the game board, all textures, materials and the final render.
INFINI.TO
The HTML5 website and its responsive version, the whole game mechanics in code, and the game board served through Google Maps.
Żywiec Zdrój
The client: Żywiec Zdrój S.A. and its ŻYWIOŁ sparkling water.
“We built the website, not for the first time, together with the interactive agency Infini.TO. As usual they took up the challenge and didn't tell us we were out of our minds when we came to them with the idea of a three-dimensional board in Google Maps…”- Los Mejores, in their portfolio (translated from Polish)
The czteryzywioly.pl home page. Key visual: Los Mejores.
Goal
Launch new flavours of ŻYWIOŁ sparkling water. The flavours were inspired by earth, fire, water and air.
How to play
Go to czteryzywioly.pl, register the code from under the cap and pick your element. The element decided which prizes you were playing for.
Prizes
A daily prize, drawn every evening at 20:00. In the final draw on 14 October 2013: a 4×4 off-road buggy, two weeks in a kitesurfing paradise on Cabo Verde, a world champion's downhill bike, a pilot's licence and PLN 100,000.
When
12 August - 13 October 2013, 63 days.
Prizes: something new every day, PLN 100,000 in the final.Products: the four new flavours of ŻYWIOŁ.
The Game
A board game on a map.
There were four pawns on the board, one for each element. Players steered the pawn of their element: they registered a code and rolled the dice. Whoever brought the pawn onto a prize field won the prize. The roll of two dice set the number of chances in the draws: every code got from 2 to 12.
“Stan gry”, the live game board. The Google logo in the corner and the zoom buttons on the right give it away: this is Google Maps.
Earth
An extreme downhill ride on the edge of a cliff.
Special prize: Extreme bike
Fire
A city at the foot of an erupting volcano, and a desert with an off-road buggy racing across it.
Special prize: Almighty buggy
Water
A kitesurfing paradise among coral reefs and sandy beaches.
Special prize: Kite course on Cabo Verde
Air
Aerobatics in the scenery of a tropical storm.
Special prize: Pilot's licence
A code from under the cap goes into the website.
The dice are rolled for your element.
The pawn of your element moves across the board.
A prize field means the prize is won.
The lottery website in action: the board, code registration, the dice roll, pawns moving and the prize fields. Video: Los Mejores.
The Technology
A 3D render cut into tiles.
The board render was cut into segments and loaded the way Google Maps loads a map: zoom in, and a sharper image loads in. That let a hugely detailed render run smoothly on a phone as well, and panning, zooming and touch worked the same on a computer, a tablet and a smartphone, with no app to install.
According to Los Mejores, ŻYWIOŁ doubled its share of the flavoured sparkling water segment during the promotion, and the share did not drop after it ended. The promotion was nominated for Golden Arrow 2014 in the BtoC sales promotion category.
2×
Segment share during the promotion
+77%
Sales vs. before the promotion
1 in 2 zł
Spent on flavoured sparkling water at hypermarket displays went to ŻYWIOŁ
2014
Golden Arrow nomination
Results of the whole campaign, as published by Los Mejores.
Sources & Evidence
Where this comes from.
This case study draws on INFINI.TO's own project archive and on material published by Los Mejores:
