Belfoods, part of PT Sreeya Sewu Indonesia, collaborated with Level Up powered by Agate to develop Belfoods Catcher, an endless running game aimed at boosting brand awareness among moms (26-35 years old) and kids (8-16 years old). The game’s purpose was to create a fun, engaging experience that would subtly promote Belfoods’ products.
Objective
The goal was to design a game that would keep players entertained while prominently featuring Belfoods’ brand elements, thereby increasing awareness and recognition among the target demographic.
Challenge
The challenge was to incorporate Belfoods’ branding into the game in a way that felt natural and engaging, without disrupting the flow of the game. The game needed to appeal to both children and adults, making the branding a seamless part of the experience.
Solution
Development of ‘Belfoods Catcher’
Belfoods Catcher is an endless runner where players swipe to collect Belfoods chicken nuggets, dodge obstacles, and change lanes. The game features in-game billboards promoting Belfoods products and a character outfitted in Belfoods-branded attire, making the game a strong brand vehicle.
Branded Gameplay and Visuals
The integration of Belfoods’ products as collectible items and the use of branded billboards and character outfits ensured constant brand visibility during gameplay.
Appealing and Accessible Design
The combination of VR with physical elements ensured that players were fully immersed in the experience. The technology was used not just as a visual tool but as a means to engage multiple senses, heightening the overall impact of the game.