UK restaurant brand PizzaExpress set us the challenge of creating an evergreen digital game that could enhance family mealtimes, whether at home or in-restaurant.
To give families a true reason to visit PizzaExpress (aside from the delicious menu), and create a fun, evergreen digital game to live on their Piccolo Corner site. PizzaExpress were keen to avoid excessive screen-time with this game. So, we created an asset that would spark conversation (rather than kill it!), by encouraging togetherness and family bonding.
What We Did
Building on PizzaExpress’s heritage, we took the essence of Italian meals and turned it into a family-friendly game. In traditional Italian culture, the people around the table are just as important as the food served on it. So, we came up with Getting to Dough You, a mobile-first game of fun conversation-starters suitable for all ages – aimed at sparking authentic interaction and bond-building.
The iconic Doughball was selected to front this game. Brought to life through illustration and animation, each virtual Doughball is hiding a conversation starter – revealed with a tap of the finger! To play, each player (of 2 or more) takes it in turns to select a Doughball and put the question it reveals to the table. This approach means that the game is at the heart of the shared fun, and screen-time is kept to a minimum.
Our designers and developers worked hard to create a game that visually complements the existing content on Piccolo Corner.
Calling on our wealth of experience in crafting content for a family audience, we created questions that are as fun for a 5-year-old as they are for parents and grandparents. Our aim was to create something that involved everyone, so we made sure to add questions that called out certain members of the table (e.g. the person to your right).
The game is designed to be seasonally adaptable to offer that all-important evergreen appeal. Over the Christmas period, for instance, the Doughballs sported festive hats and Christmas-themed questions.
STRATEGY: Purpose, Creative.
INSIGHTS: Content research & verification, Consumer research & verification
CONTENT: Creation, Adaptation.
PLATFORMS: Video, Games, App.
GOAL 3: Good Health & Wellbeing