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THIS CASE STUDY IS REALLY LONG TO READ AND WE COULD TALK FOR DAYS ABOUT THIS PROJECT.
We made a fantastic video with really cool music in case you don’t want to read the entire study but IF YOU DID want to read the entire thing just scroll down. We included some groovy infographics and animations to keep you tuned in.
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We approached our client Canopy Growth with the radical idea of creating a gamified experience to educate consumers about the rigorous growth practices that go into Tweed cannabis by teleporting consumers directly into the Smith’s Facility and having them run from grow room to grow room to grow cannabis.
All in the name of fun and an opportunity to win an abundance of awesome prizes like Uber Eats gift cards, Nintendo Switches, Samsung Smart TVs AND PlayStation 5.
Since Cannabis legalization, hundreds of brands and tens of thousands of SKUs have hit the shelves at cannabis retail. Pair that with the increasingly strict marketing laws surrounding Cannabis that prohibit any out-of-home activity, and you’ve created a near-impossible opportunity for brands to cut through and reach their consumers.
So what did we do? The only thing we knew how to… reinvent the rules.
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GAME CONCEPTUALIZATION
Game concept from scratch that captures a day in the life of a grow tech at Tweed’s facility in Smith’s Falls, while harnessing the educational element of how to grow cannabis.
GAME DESIGN
Design a 16-bit world in the Tweed universe that captures the essence of the brand.
CODE & DEVELOPMENT
Code, develop a super responsive web app, and deploy a custom backend portal to house user data.
CUSTOM SPIN-TO-WIN
Enter-to-win portal that democratizes prizing based on prize inventory and daily active users.
UI/UX DESIGN
Design an intuitive UX and UI experience that brings the Tweed brand world to life.
CONTENT CREATION
Storyboard, design, and deploy campaign support digital assets for on-trade and socials.
direct to consumer
Direct-to-consumer 3PL prize shipping and management.
GAME HOSTING
Host the equivalent of a full game build and bridge it through a web library that served up 25 MB of the experience at a time
Host the equivalent of a full game build and bridge it through a web library that served up 25 MB of the experience at a time
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50,000+
Total Users
30%
Sales Increase Nationally
230,000+
Plays
20,000+
Unique Data Capture
4,000,000+
Organic Impression
300+
Prizes Sent
07:00+
Minutes of Spent Time
120
Days to ideate, design, build & deploy
With a bold vision, we found a way to create a dynamic digital platform that excited and delighted consumers while educating them on the painstaking level of care that goes into Tweed’s cannabis.
We also lowkey launched the Cannabis industry’s first out-of-home campaign that spread like wildfire.
To sum it up - We ideated, designed, coded, built, and deployed a MONSTER of a campaign that allowed people to grow weed online and win some fantastic prizes and also moved a ton of products for our client. Super cool of us, right?
To sum it up - We ideated, designed, coded, built, and deployed a MONSTER of a campaign that allowed people to grow weed online and win some fantastic prizes and also moved a ton of products for our client. Super cool of us, right?
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