The Engagement
We partnered with Canvas United to build out an updated landing page experience in support of the second phase of the “Get Real” campaign of “got milk?”, sponsored by the California Milk Processor Board (CMPB). The ask was to integrate a new 8-bit game that was being developed to attract a younger audience. While seemingly straightforward, there were a ton of moving parts and dependencies with this build.
End Client: “got milk?” (CMPB)
Role: Development, UTM Strategy, and Analytics
Tech: WordPress, Unity, Google Analytics, Google Tag Manager, Retargeting Pixels
The Build
This build was incredibly fun, but also quite challenging. The game itself was being developed by the wonderful folks at MadOath, who we worked with in close partnership throughout the development.
The Challenge
Very quickly into the project, we realized there needed to be a separate but interactive relationship between what we called the “game layer” and the “web layer”. While separate, they needed to appear as a single, unified experience.
The Solution
Luckily, the MadOath team are experts in Unity and we are experts in web; therefore, we progressed down a very technical path of pulling all interactive UI from the game into the web layer and allowing the web and game layers to communicate with each other. As a massive cherry on top, since we pulled all interactivity to the web layer, we were able to light up all interactive elements with analytics event tags and triggers.
The Wrench
A post-launch wrench was thrown the week of deployment – in-app browsers. A major aspect of the campaign is paid social. Unfortunately, Instagram, Facebook, and TikTok all have proprietary in-app browsers, which do not play like native web browsers. Therefore, since the gameplay is designed for landscape orientation – we figured out how to programmatically identify the in-app browsers and manipulate the interface to rotate to preserve the quality of the gaming experience. BIG WIN! This was a gamble, but we believed there was a path forward – and we came sailing out the other end in success.
The Result
A fully interactive gaming experience that matched the end-client vision, enhanced with the scalable/flexible infrastructure of the web and outfitted with exhaustive tracking of user behavior before, during, and after gameplay.
Head on over to gotmilk.com/getreal to play the game. See if you can get on the top 20 leaderboard!
