Case Study: Branded Events
Case Study: Branded Events
by Gabriela Nascimento
by Gabriela Nascimento
User Interface
User Interface
User Interface
Art Direction
Art Direction
Art Direction
Graphics
Graphics
Graphics
User Experience
User Experience
User Experience
what are branded events?
What are branded events?
Branded events in Mad Skills Motocross 3 are events that are "sponsored" by an outside partner. These events happen in the shape of a JAM event.
JAM events are at the heart of the game, occurring every other day, offering exclusive tracks and dynamic leaderboards. Players dive into thrilling races, competing for top spots and valuable prizes based on their performance.
Mad Skills players and the MX community have a genuine passion for branded gear, appreciating the inclusion of real-life gear in the game. This enhances engagement and contributes to the game's visibility in the App Store, driving more downloads.
In this case study, we explore two branded events, each with its unique intent and partnership:
"Life, Liberty, and the Pursuit of Speed", a celebration of American's 4th of July in collaboration with FXR Racing.
"Philip's OneBladeClub", a sponsored event to promote Philip's product with its pipeline.
Branded events in Mad Skills Motocross 3 are events that are "sponsored" by an outside partner. These events happen in the shape of a JAM event.
JAM events are at the heart of the game, occurring every other day, offering exclusive tracks and dynamic leaderboards. Players dive into thrilling races, competing for top spots and valuable prizes based on their performance.
Mad Skills players and the MX community have a genuine passion for branded gear, appreciating the inclusion of real-life gear in the game. This enhances engagement and contributes to the game's visibility in the App Store, driving more downloads.
In this case study, we explore two branded events, each with its unique intent and partnership:
"Life, Liberty, and the Pursuit of Speed", a celebration of American's 4th of July in collaboration with FXR Racing.
"Philip's OneBladeClub", a sponsored event to promote Philip's product with its pipeline.
Branded events in Mad Skills Motocross 3 are events that are "sponsored" by an outside partner. These events happen in the shape of a JAM event.
JAM events are at the heart of the game, occurring every other day, offering exclusive tracks and dynamic leaderboards. Players dive into thrilling races, competing for top spots and valuable prizes based on their performance.
Mad Skills players and the MX community have a genuine passion for branded gear, appreciating the inclusion of real-life gear in the game. This enhances engagement and contributes to the game's visibility in the App Store, driving more downloads.
In this case study, we explore two branded events, each with its unique intent and partnership:
"Life, Liberty, and the Pursuit of Speed", a celebration of American's 4th of July in collaboration with FXR Racing.
"Philip's OneBladeClub", a sponsored event to promote Philip's product with its pipeline.
What's FXR Racing?
What's FXR Racing?
Why is it a nice deal?
FXR Racing is no stranger to the MadSkills Motocross franchise; we have several FXR gear items in the game, and they have shown exceptional performance in terms of player engagement.
The objective here is to connect a real-life event to the in-game one. This is something we've been wanting to do for awhile and branded Events seem the way to do it.
This event was also a first step on how we can deal with this kind of occurance in our planning.
FXR Racing is no stranger to the MadSkills Motocross franchise; we have several FXR gear items in the game, and they have shown exceptional performance in terms of player engagement.
The objective here is to connect a real-life event to the in-game one. This is something we've been wanting to do for awhile and branded Events seem the way to do it.
This event was also a first step on how we can deal with this kind of occurance in our planning.
[Final] Main graphic to be used in the FXR event campaign.
[Final] Main graphic to be used in the FXR event campaign.
My Mission
My Mission
My Mission
3-4 App Store graphics
PSDs with separate layer and named accordingly
Additional screenshots in PSD for Apple to use as they see fit
In-game popup advertising the event
Separate assetsfor promoting purposes
Special art to style the individual Jam events
Special are featured with a customized asset in the game
It indicates players that a special event is happening in an engaging and straightforward way.
[Bonus] Promotional art for the Event Card in the Game Hub
The Game Hub is newly implemented
It brings to attention that the game has more game modes than just Career, and highlighting new features
Deadline: 4-5 days
3-4 App Store graphics
PSDs with separate layer and named accordingly
Additional screenshots in PSD for Apple to use as they see fit
In-game popup advertising the event
Separate assetsfor promoting purposes
Special art to style the individual Jam events
Special are featured with a customized asset in the game
It indicates players that a special event is happening in an engaging and straightforward way.
[Bonus] Promotional art for the Event Card in the Game Hub
The Game Hub is newly implemented
It brings to attention that the game has more game modes than just Career, and highlighting new features
Deadline: 4-5 days
3-4 App Store graphics
PSDs with separate layer and named accordingly
Additional screenshots in PSD for Apple to use as they see fit
In-game popup advertising the event
Separate assetsfor promoting purposes
Special art to style the individual Jam events
Special are featured with a customized asset in the game
It indicates players that a special event is happening in an engaging and straightforward way.
[Bonus] Promotional art for the Event Card in the Game Hub
The Game Hub is newly implemented
It brings to attention that the game has more game modes than just Career, and highlighting new features
Deadline: 4-5 days
Seeking an angle that highlights both the Brand's logo and a dynamic move, keeping in mind that where the rider is facing can also affect engagement.
Seeking an angle that highlights both the Brand's logo and a dynamic move, keeping in mind that where the rider is facing can also affect engagement.
Seeking an angle that highlights both the Brand's logo and a dynamic move, keeping in mind that where the rider is facing can also affect engagement.
The 2 different graphic styles the event could go
Using the same assets.
The 2 different graphic styles the event could go
Using the same assets.
The 2 different graphic styles the event could go
Using the same assets.
Strategies and solutions
Strategies and solutions
Strategies and solutions
Starting point:
The Liberty gear set (Pants and Jersey) were provided, but other accessories and bike decal were not.
Solution:
The decision was to pick some gear previously given away in Championships and other events and use as extra rewards, as well as use them to promote the event.
Coming up with the event's visual identity:
Rely on contrast between subject and background.
Visual Identity: USA's flag colors (4th of July)
My personal twist to it was to add a gradient using the FXR's orange on the reticle that framed the picture
Not using logos would help us get the App Store feature, yet Brands are a big thing in MX, so I decided to keep a subtle reference in the background.
Get the Liberty Kit into Unity
Special art to style the individual Jam events cards
If we have time, promotional art for the Event Card in the Game Hub
Time available: 4 days
Starting point:
The Liberty gear set (Pants and Jersey) were provided, but other accessories and bike decal were not.
Solution:
The decision was to pick some gear previously given away in Championships and other events and use as extra rewards, as well as use them to promote the event.
Coming up with the event's visual identity:
Rely on contrast between subject and background.
Visual Identity: USA's flag colors (4th of July)
My personal twist to it was to add a gradient using the FXR's orange on the reticle that framed the picture
Not using logos would help us get the App Store feature, yet Brands are a big thing in MX, so I decided to keep a subtle reference in the background.
Get the Liberty Kit into Unity
Special art to style the individual Jam events cards
If we have time, promotional art for the Event Card in the Game Hub
Time available: 4 days
Starting point:
The Liberty gear set (Pants and Jersey) were provided, but other accessories and bike decal were not.
Solution:
The decision was to pick some gear previously given away in Championships and other events and use as extra rewards, as well as use them to promote the event.
Coming up with the event's visual identity:
Rely on contrast between subject and background.
Visual Identity: USA's flag colors (4th of July)
My personal twist to it was to add a gradient using the FXR's orange on the reticle that framed the picture
Not using logos would help us get the App Store feature, yet Brands are a big thing in MX, so I decided to keep a subtle reference in the background.
Get the Liberty Kit into Unity
Special art to style the individual Jam events cards
If we have time, promotional art for the Event Card in the Game Hub
Time available: 4 days
Visual results
Visual results
FXr's event Outcome
FXr's event Outcome
FXr's event Outcome
It produced 487k views on the store page and attracted 1.8k new users (downloads). Given the iOS figures, it was quite a successful event. We organized this event during a period when we reduced the UA, so the FXR event helped minimize the decline in revenue.
It produced 487k views on the store page and attracted 1.8k new users (downloads). Given the iOS figures, it was quite a successful event. We organized this event during a period when we reduced the UA, so the FXR event helped minimize the decline in revenue.
It produced 487k views on the store page and attracted 1.8k new users (downloads). Given the iOS figures, it was quite a successful event. We organized this event during a period when we reduced the UA, so the FXR event helped minimize the decline in revenue.
Philip's OneBlade club
Philip's OneBlade club
The purporse of this event was to promote a new subscription service for Philip's OneBlade product.
The event would give away 3 different helmets, 1 per each week of duration
These helmets would be given away as a reward for players signing up their emails
This campaign would only be active in certain EU countries, but the JAM itself would be World wide
Fragbite was the company charged with intermediating the communications between Philip's teams and Turborilla.
The purporse of this event was to promote a new subscription service for Philip's OneBlade product.
The event would give away 3 different helmets, 1 per each week of duration
These helmets would be given away as a reward for players signing up their emails
This campaign would only be active in certain EU countries, but the JAM itself would be World wide
Fragbite was the company charged with intermediating the communications between Philip's teams and Turborilla.
The purporse of this event was to promote a new subscription service for Philip's OneBlade product.
The event would give away 3 different helmets, 1 per each week of duration
These helmets would be given away as a reward for players signing up their emails
This campaign would only be active in certain EU countries, but the JAM itself would be World wide
Fragbite was the company charged with intermediating the communications between Philip's teams and Turborilla.
Philip's OneBladeClub Logo
Philip's OneBladeClub Logo
My Mission
My Mission
Come up with 6 different helmet skins
3 for give away
3 for JAM prizes
The skins were to be based off the product's existing visual identity
In-game popup advertising the event
Separate and tile-able assets, this time to allow easy/small changes in the banner, according to the client's needs
Special art to style the individual Jam events
Reuse the maximum amount of assets available in the game
Deadline: 5 working days
Come up with 6 different helmet skins
3 for give away
3 for JAM prizes
The skins were to be based off the product's existing visual identity
In-game popup advertising the event
Separate and tile-able assets, this time to allow easy/small changes in the banner, according to the client's needs
Special art to style the individual Jam events
Reuse the maximum amount of assets available in the game
Deadline: 5 working days
Philip's OneBlade's guidelines were clear and everything we worked on had to stay true to its identity.
Philip's OneBlade's guidelines were clear and everything we worked on had to stay true to its identity.
Diagram I created to assist the Philips Legal Team in comprehending the game's plan. This diagram served as a constant reference, playing a key role in communication between Turborilla, Fragbite, and Philips
Diagram I created to assist the Philips Legal Team in comprehending the game's plan. This diagram served as a constant reference, playing a key role in communication between Turborilla, Fragbite, and Philips
Strategies and solutions
Strategies and solutions
I managed the communication with Fragbite, employing a highly transparent approach
One notable highlight from these interactions was the swift approval of the next batch of event Helmet skins, thanks to effective feedback delivery, resulting in faster completion of the most extensive tasks
To craft the Give-Away helmets, I focused on the following keywords:
Sharp, resembling the OneBlade's design.
Solid colors
Bold contrast
While the event rewards for the JAM competitions didn't necessarily need to align with the OneBladeClub, I aimed to establish a sense of connection between them
By utilizing the main colors from OneBlade and the in-house brands' visual identities, I developed three distinct skins to reward JAM's winners.
Working on this event was an immensely enjoyable experience, as it allowed me to leverage my expertise in concept art, Photoshop skills, and effective communication with external partners. Additionally, it put my leadership abilities to the test.
I managed the communication with Fragbite, employing a highly transparent approach
One notable highlight from these interactions was the swift approval of the next batch of event Helmet skins, thanks to effective feedback delivery, resulting in faster completion of the most extensive tasks
To craft the Give-Away helmets, I focused on the following keywords:
Sharp, resembling the OneBlade's design.
Solid colors
Bold contrast
While the event rewards for the JAM competitions didn't necessarily need to align with the OneBladeClub, I aimed to establish a sense of connection between them
By utilizing the main colors from OneBlade and the in-house brands' visual identities, I developed three distinct skins to reward JAM's winners.
Working on this event was an immensely enjoyable experience, as it allowed me to leverage my expertise in concept art, Photoshop skills, and effective communication with external partners. Additionally, it put my leadership abilities to the test.
Outline the strategies and creative solutions you employed to accomplish the event's objectives.
Highlight any notable collaborations or partnerships that contributed to the event's success.
The event had to be handled swiftly, as I'd go on vacation and wouldn't be able to work on the project after a certain deadline, to make sure things went smoothly
I took ownership of handling the communication with Fragbite, the company tasked with intermediating the transactions between Philips and Turborilla
A highlight from these interactions is how feedback regarding the event Helmet skins was delivered.
My keywords for coming up with the Give-Away helmets:
Sharp (like the OneBlade)
Solid (colors, ranging between that olive green and a dark ocean blue)
Bold constrast
Visuals & final results
Visuals & final results
On the following slideshow you'll be able to see some of the process!
The initial helmet mockups
The final banner, featuring the 3 helmets that would carry the OneBlade in-game brand
3 other helmets inspired by the OneBlade brand, using our own in-house brands
On the following slideshow you'll be able to see some of the process!
The initial helmet mockups
The final banner, featuring the 3 helmets that would carry the OneBlade in-game brand
3 other helmets inspired by the OneBlade brand, using our own in-house brands
Visuals Provided for the OneBlade in-game campaign
Visuals Provided for the OneBlade in-game campaign
Key LEarnings & Conclusion
Best practices emerged from these projects:
Establish guidelines and transparent communication, despite different purposes and handling
Transparent communication proved vital when working with tight deadlines:
Ensured everyone was on the same page
Saved time while delivering high-quality art to satisfy all parties
Always remember, even if you're the only artist on a project, organization matters:
Keep files and assets well-organized and appropriately named
Facilitate outsider navigation and enhance collaboration
Both events were successful in their own regards
The feature for FXR Racing in the App Store granted more features for new game updates and seasons
As of the current date:
The OneBlade Event is ongoing, and specific information cannot be disclosed.
However, it shows promise, particularly considering the smaller target audience compared to other events in MadSkills Motocross 3
I selected these projects because I genuinely enjoyed working on them!
During these projects, I had the opportunity to create concept art and revamp existing concepts in the game, ensuring they didn't feel like mere reskins
Additionally, I played a crucial role in facilitating communication between my team and the client, putting my leadership skills to good use