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Myntra & Nautica
For the Leading Global Lifestyle Brand, “Nautica”, we
designed a gamified user experience inspired by their
theme ‘Joy of Water’. Nautica, a Myntra collaboration, was
vying to open their offline store fortifying their
presence, and launching their brand in Goa
Real-time I Gesture Recognition
April 2022
Nautica wanted to create a hype across the state and create Brand awareness amongst its target audience for its first-ever store launch in Goa.With the zeal to burn the candles at both ends, Ink In Caps ideated a gamified user journey engulfing Digital surfing experience using multi-play gesture recognition technology.On the successful execution of the event in Goa, the experience was recreated in 8 new locations.
For far-reaching social media outreach, the reactions of the users were captured in real time and fun GIFs were created which the users could share on their Social Media handles by scanning a QR code.To increase social media outreach,Ink In Caps captured users' reactions in real-time and created fun GIFs that users could share on their social media handles by scanning a QR code
The enthralling installation witnessed 500000+ interactions which had an occupancy rate higher than 90%.The users resonated so well with the campaign in Goa that it was replicated in Mumbai, Pune, Bangalore, Lucknow, and Delhi. More than 10000 Coupons were distributed which eventually added to increasing the store footfall by 250%.A huge buzz was created nationwide and over 50 influencers rejoiced at the immersive
Solution
01
Creating Brand Awareness while Surfing the Waves
Nautica wanted to create a hype across the state and
create Brand awareness amongst its target audience for its
first-ever store launch in Goa. With the zeal to burn the
candles at both ends, Ink In Caps ideated a gamified user
journey engulfing Digital surfing experience using
multi-play gesture recognition technology.On the
successful execution of the event in Goa, the experience
was recreated in 8 new locations.
02
A Gesture Recognition based Game
The objective of the game was to provide a realistic look
and feel of surfing to the users like they were right
there in the middle of the waves.We built an interactive
surfing board with a screen that depicted waves, and
motion sensors were attached to discern the player's
movements which were then replicated by the avatars in the
game. The entire campaign was designed by amalgamating
multiple human senses. The custom-built surfing board was
calibrated to capture the users’ gestures which used the
sense of touch.To accentuate the experience, we tapped
into the next human sense, which was basically what fell
in the users’ ears. Along with the visually enticing 3D
Graphics clicking the users’ sight, the sound of the waves
that correlated with the ambience was put in place.
Solution
Solution
03
Gratify to Intensify
The game was designed to be played in a multi-player model
and users could challenge their friends for a surfing
face-off. The winner from each duel got redeemable Nautica
store vouchers, which boosted the users to try their legs
on the Surfing experience.
