Glaceíau vitaminwater's global positioning is "Hydration, only better", so in advance of the brand's 2012 Olympic sponsorship, we created games. Specifically, Musical Chairs... only better. We partnered with global pop star Jessie J to launch Musical Chairs and the music video for her new single, Laserlight, simultaneously. The ultimate goal was to provide an experience that was challenging, addictive and fun, as well as create something totally new.

Published
January 2013
Topics

The Story

Glaceíau vitaminwater's global positioning is "Hydration, only better", so in advance of the brand's 2012 Olympic sponsorship, we created games. Specifically, Musical Chairs... only better. We partnered with global pop star Jessie J to launch Musical Chairs and the music video for her new single, Laserlight, simultaneously. The ultimate goal was to provide an experience that was challenging, addictive and fun, as well as create something totally new.

Technology inspired and informed everything from the bones of the game to the gameplay mechanics incorporated to the syncing of real-time players. We wanted to minimize latency and keep the game responsive across various servers and regions. Optimization was key, so we spent two weeks testing the P2P communication. Another challenge was repeat playability. The game has various video edits and randomized stop points to make the game fair and challenging. The only project element not informed by technology was maintaining the original game rules.

The Technology

  •  

    Search

    Akamai

  •  

    Social

    Facebook API

  •  

    Web/Apps

    Amazon EC2

The Results

The craft and attention to detail of this project make it a win. Design, SFX, graphic elements and mechanics defined the game. Showing restraint in the interface design allowed the music video to be the main feature and helped users get lost in the experience, aligning it with the actual experience of Musical Chairs. It was available in 18 countries and translated into 12 languages. The site ran for three months and drew 78,000 visitors, with 24% returning to the site. The average visit duration was 4:31 minutes.

3

straight all-nighters

10

team members working on this project

180

total hours of missed sleep

Launch Date May 23, 2012