Disclaimer: M&Ms assets shown here are not the final assets used.
Client
Mars Wrigley
Role
UX/UI Design
Team
Creative Strategist & I
Period
January 2023 (80h)
Project Summary
As a part of Mars Wrigley's 2023 M&Ms consumer promotion campaign, we were tasked to design and develop a microsite that enabled consumers to enter an instant win competition while also finding ways to further increase brand engagement while on the site.
Along with the instant win section, we designed and developed a trivia game that allowed consumers to earn points for more entries into the instant win competition.
Our Focus
To ensure we met the brief, our main focus was to ensure the game was fun, fast and accessible. To achieve this, we made sure:
The questions were a mixture of common and uncommon pop culture knowledge, spanning different decades to attract a wider audience.
It was easy for users to get to the trivia by placing CTA buttons in strategic areas.
The transitions from each question felt fast while providing the appropriate feedback to users.
The design, copy and buttons were appropriately sized and provided enough contrast while adhering to M&Ms brand guidelines.
For added personalisation, we allowed consumers to create avatars from a collection of 16 character poses and 8 backgrounds.
Through multiple rounds of user testing, I believe we managed to hone in on the micro interactions that made the trivia fun, fast while being accessible.
Unexpected Problems
While designing the game, we quickly realised the point collecting aspect to the trivia required consumers to create an account. This introduced some unexpected problems.
Problem #1
We did not want to add the additional scope or responsibility of managing and protecting passwords.
Our solution was to forgo passwords and instead provide consumers one time pins which were sent to their email address. Additional value was also added to consumers by not making them remember another password.
Problem #2
Needing to create an account can be a big hurdle for consumers which may reduce the potential brand engagement the trivia could generate.
To solve this, we allowed users to play the trivia as a guest before suggesting they make an account so they can collect the points that they've just earned. This greatly decreased the barrier to entry and allowed users to quickly play with their friends.
Results
On time site delivery which was again used in Mars Wrigley's 2024 M&Ms consumer promotion campaign.
Site saw an average of 1,000 entries per week during the promotional campaign, resulting in over 15,000 entries at the end of the campaign period.
The trivia saw an average of 1,800 games played per week.
