Service-led campaign to create a unique brand experience
Create a Facebook application that demonstrates the benefits of PlayStation Move Fitness - an exercise-based game that championed the new 'move' controllers, aimed at young professionals - promoting 'sharing' and increased page 'likes'.
Exploring gym and fitness culture to identify with the target audience. People have individual goals and therefore our app needed to reflect this insight. Mapping the user journey helped identify unnecessary steps and allowed the process to be streamlined.
Alongside interaction design, I led the creative direction to ensure the final design kept true to the original concept. It was important to demonstrate the game and capture fitness culture, whilst providing the best experience possible for users.
Service-led campaign launched in 2011, rewarding users with a personalised exercise plan and demo video, demonstrating the benefits of ownership. Facebook API identified friends with unhealthy lifestyles, targeting them with a fun message that promoted sharing.