A Facebook memory game built for Swatch Jordan, designed to turn a page like into a first party database and a reason to keep coming back.
The problem with watch retail on social is that the product is beautiful and static. You can post it, people can like it, and nothing else happens. A game asks for a minute of someone's attention instead of a second of it, and it gives the brand a legitimate reason to ask who they are.
The mechanic is a straight card match. Like our page to flip and win, register, then clear a grid of forty face down cards against the clock. Match the cards for a chance to win a watch. Scores accumulate on a public leaderboard, and the highest score takes the prize, so the incentive is to replay rather than to enter once and forget.
The design decision that makes it work is what sits on the cards. Half the deck is the Swatch collection, watch after watch in full colour, and half is portraits of people wearing them. So the act of playing is the act of looking at the range closely enough to remember where each piece was, and the pairing quietly does the styling job that a catalogue would.
The build covered the whole flow inside the Facebook canvas: the like gate, a registration form, the board itself, the score and play again screen, the live leaderboard, and the terms and conditions. The festive red edition led the artwork, which set the campaign against the season it was launching into.
