dell firelord spider-man scramble

UX | UI Design

Digital Out-of-Home activation in Times Square to support the launch of Spider-Man: Homecoming, and Dell's new Firelord gaming laptop.

Recognized as the 2017 MediaPost DOOH Awards Winner for DIGITAL ADVERTISING INTEGRATED WITH SOCIAL/MOBILE AT A VENUE.

The Experience

I assisted other designers in creating an interactive billboard experience called 'Spider-Man Scramble'. This experience was a 3-screen activation in Times Square that allowed people, tourists, users on the streets of New York to use their phone to interact with a game played on two billboard screens. The game was designed so that up to four players could race their Spiderman characters up the building at a time, tapping the hit area on their phone of a responsive web app to control their speed and position on the leaderboard. While in game-play mode on the main screen, the supporting billboard looped Dell + its new Firelord Gaming Laptop promo video. During the two weekends Spider-Man Scramble was live, over 500 games were played.*

MY ROLE

I designed the user flow diagram from project start to create documentation of the full user experience across 3 different screens. I worked with designers from Candyspace UK to action UI and visual enhancements from client requests across mobile and billboard screens via Sketch. After development of the interactive experience, I designed a responsive website Sweepstakes page for users to have the chance to win a $100 gift card to use at Dell.com.

CHALLENGES

Wifi accessibility within a specific position in Times Square required us to test the speed of our experience during different times of the day to ensure the creative and technical aspects of each of the three screens functioned properly
More than one design team was involved. This wasn't as big of a challenge as you may think it would be. Digital Domain and Candyspace UK produced the main assets, while Candyspace US applied design to mobile screens and a Sweepstakes experience

Multiple stakeholders were involved in the project. During creative approvals, not only did brand guidelines from Dell need to be honored, but legal rights and credit for Sony/Marvel guidelines had to be considered and adhered to at each stage of the designs. (Sony/Marvel, Dell, Y&R, Digital Domain, Mediacom, Kinetic, Candyspace)
Geo-fence consideration within a specific radius to determine which message displayed if a user accessed the experience outside of the active area
A 3-screen experience was more complex to design for than a single-screen experience

Mobile - Game Start Screens

see the experience in action

"Celebrating Dell's partnership with the new Marvel/Sony Pictures blockbuster 'Spiderman: Homecoming', Candyspace created a massive-scale interactive DooH game in the centre of Spidey's hometown, New York City. Using their mobile devices, visitors to the famous Times Square could connect to an epic DooH screen and race their Spider-man to the top of the building, competing to scramble to the finish line with the fastest time."

Source: Candyspace YouTube

In collaboration with:

Creative Directors: Julian Esposito and Jon Kelly
Producer: Matt Autton
Designer: Chris Reeve
Account Manager: Peter Godfrey
Developer: Steve Noakes
Y&R and Digital Domain Designers
Sony, Y&R, Digital Domain, Candyspace Account Teams
Media Agencies: MediaCom and Kinetic

*Source: Candyspace report