Cruisebingo was an “onsite activation” idea pitched to the Chevy Social Marketing team by Compuware’s GM Mobile Center of Expertise team. The idea was to gamify within a branded app experience the natural mobile activities that occur at Autoshow or AutoCruise event: namely, attendees taking photos of vehicles and posting them to their social networks. At the time, activating the social network was a key focus of the group.
The corvette was the perfect vehicle for this project and was not chosen simply because Compuware is a sponsor of the Corvette racing team (and Chevy being the major sponsor of the 2011 Woodward Dreamcruise). Rather, it was chosen because the Corvette is identifiable by generation – C1 through C7 – the generations having significant visual differences in body styling.
The users are able to choose a play level to target their experience. In beginner mode (or, Kids mode) the user is asked to identify corvettes by basic identifiers such as color. In classic mode, they are asked to find various generations (like a red C4). The ‘stock’ images used to represent the vehicles in this mode were photos submitted by local SE Michigan Corvette clubs, of cars that would actually be present at the 2011 Dreamcruise. In “gear head” mode, they are asked to find rare edition vehicles such as the 1998 Corvette Pace Car. Illustrations were commissioned from a local CCS transporation design graduate.
Below is a video capture of the “clickable prototype” created using FlashCatalyst (2011):
PROJECT DETAILS
Compuware, Chevrolet/Corvette Business Group, July 2011
Platform: Mobile
Objective: To create a game that captured Woodward Dreamcruise attendee’s “natural” activities in a branded mobile app, with re-use applicability for other venues and events, such as a general “road trip” type app.
Role:
- Ideation & Concept Development
- Executive Presentation Pitch
- UI/UX Designer (concept & production design)