Kidult BY YOU

THE PROJECT

The goal was to build something that went beyond traditional product communication: a digital touchpoint where the user doesn’t just observe the collection but interacts with it directly.
The solution was a Catch & Win casual game called: L’ACCHIAPPACIONDOLI, where the charms from the BY YOU collection serve as the game’s objects. Each game unlocks a €10 discount voucher, redeemable both online and at participating jewelry stores.

THE STRATEGY 

• Game loop & conversion: a game loop design crafted to drive replayability and reward the user at the peak of engagement.
  Product as hero: the charms in the collection are not mere graphic elements, but active objects with which the user interacts throughout the game.
  Reward system: playing the game unlocks an immediate, unique discount voucher. 

THE ADDED VALUE

Gamification redefines how we interact with the user: no longer a simple promotion, but a user experience that values their time. By transforming the recipient into the protagonist, we have turned a one-off interaction into a guaranteed commercial result, where engagement becomes the primary tool for generating conversion.

Integrating gamification into a campaign does not mean adding a layer of entertainment but rather redesigning the relationship between the brand and the user: from passive to active, from recipient to protagonist. The reward is not simply given away; it is earned through a journey that the user feels is their own.

This shift in perspective, from passive communication to active experience, is what transforms engagement into a concrete and measurable value for the brand.

TECH STACK

• Frontend & gameplay: HTML5 / Godot
• Backend & coupon management: PHP / Symfony