Budweiser is a beer brewed with care, of high quality and exacting standards that is currently enjoyed in 85 countries globally. It is aged in wood chips for 21 days, resulting in a perfectly balanced and fresh flavor.
OBJECTIVE
Promote beer as the new official sponsor of the Premier League and La Liga through a Native application used as a campaign medium.
Design the interface that reflects and transmits the tone of the campaign (Soccer) taking into account the results and responses in the user research and that follows the graphic specifications and guidelines of the brand.
For the visual base, I followed the identity specifications, so I created elements (icons and items) aligned to the current general graph. At the same time, I reference from other apps and websites of the brand as a guide for the application of colors, use of images, and positioning.
I used background images as the main resource to brand the “football” theme, supported by the use of iconography that at the same time reinforces the reading.
Also, i leaned toward using cards as general content boxes (it packed the content a little more but organized it too) and used “rows” as guides since the information in some elements was more horizontal (Ranking/History/ Soccer Section). Since red is the main color, I complemented it with white and shades of gray to generate more dynamism and application options in the design. Finally, having an identity with a flat style, I tried to highlight some elements by adding details and brighter colors (accepted by the client).
Finally, I had the opportunity to carry out some research actions with users focused on defining the aesthetics further, getting navigation flow suggestions, and actions thinking
* A Hackathon focused on structuring work schemes, proposing solutions (especially the use of augmented reality), and defining technological tools. We developed activities and challenges that helped the entire team get to know each other and understand the functions and skills of each member.
Focus group with stakeholders (3 groups of 5 users) focused on activity suggestions for challenges, content composition and visual aspects.
Interactive prototypes for collecting correction comments and suggestions for positioning, contact points and design.
A/B test for selection of design options (general visual aspects, colorization, use of images and contrasts).
Surveys to stakeholders and company members focused on understanding the app's mechanics, activities, and use (post-use).
APP MECHANICS
The app offered exclusive promotions and discounts, as information about the Premier League and La Liga, and the possibility of winning merchandising and prizes.
Users will compete to obtain the greatest number of points possible to be able to win the grand prize, an all-paid trip to see a Premier League live match. To get points the user must complete different types of challenges or actions.
1. Promotion Challenges 2. Experience Challenges 3. Knowledge Quiz 4.Augmented Reality (Actions related to campaign products and bottles)
PROMOTION CHALLENGES
Points are obtained when purchasing a brand product in authorized stores or locations (code verification).
EXPERIENCE CHALLENGES
Users must record themselves performing a specific action (futbol related) and upload it to the app to obtain points.
AUGMENTED REALITY CHALLENGES
Points are earned by scanning the QR code on marked product bottles and cans.
QUIZ & COMPETE
Compete against others and complete the daily quiz to get more points and try to reach first place.
