Gamers never stop playing …
Right? Bringing elements from gaming into reality we wanted to invite for a quest to gamers. One where they could become offline superheroes.
Challenge:
Young men are the best candidates to become donors due to several medical reasons. Yet, they are the hardest target to reach for DKMS.
Insight:
Through research we found that Gamers respond very positively to the DKMS cause. They want to save a life, this time a real one.
Idea:
Bring the sentiment of saving your clan’s members lives to reality.
Installation
We will place a Medic-pack in the environment of the Gamefest the same way players could find one in a video game. The medic-pack will be a physical box where the instructions for a quest and a donors kit will be waiting for the gamer.
How does it work?
Step 1: When the user opens the box there will be visual and sound effects revealing that they are about to be invited for a quest.
Step 2: The user turns into a hero by donating their sample. Now they have to deposit their “extra life” in a booth of their choosing. There will be 3 different booths one for each clan: Healers, Warriors and Defenders. On each station there will be a DKMS consultant to help them complete the registration.
Step 3: Each booth will be assigned to one of the clans. Participants can select ‘their player’ or which type of character they are but the message is that no matter your character, or your skills, you can all save a life. The main goal is to trigger participant’s competitiveness.
Twitch-Influencer pre-roll AD
How will we make the idea more social?
We create 3 instagram filters, one for each defined character group. These filters will be created in Spark AR and can be saved on the DKMS instagram profile and used by the influencers and participants. Participants will also be encouraged to ‘continue the quest‘ and recruit more people to register. In addition to this, there will be a Twitch influencer who will live stream and monitor the whole event.