RENFIELD
GAMIFYING MOVIE DISCOVERY, ONE DARK LORD AT A TIME
Universal wanted to promote "Renfield," their newest Dracula-inspired title, to the Monsters movie collection audience in a unique way, using bugs... lots of bugs!
THE CHALLENGE
Create and test a fan experience that unlocks value for the consumer and new functionality for Universal beyond that of a traditional ticket purchase.
This test should explore the desire of the audience to deepen their relationship with similar content or experiences beyond this transaction.
Experience Design Musts:
Make it simple
Hide the technology
Make it fun
Weave vintage into the experience in a fun way
THE CONCEPT
FREE RENFIELD, an interactive game where users search for hidden bugs in movie scenes, inspired by Renfield's bug-eating superpowers. Players swipe through stylized photos to find bugs and win digital and physical collectibles.
The game is powered by the Aptos blockchain, and through this build we were able to create a fan engagement infrastructure that Universal can now efficiently leverage across a wide variety of IP and promotional campaigns.
RESULTS
30%
Return rate day-over-day
40%
Email open rate
4%
Fandango ticket purchase code redemption