Paddlepop Dinoterra Works

Paddlepop Dinoterra

Paddlepop Dinoterra - Responsive screensPaddlepop is a milk-based frozen dairy snack made by Streets and sold in Asia and Australia by Unilever. Popular with ages from 8-12, the brand’s digital campaign in 2012 laid the groundwork for cross-channel storytelling, using an entertainment portal filled with an online gaming league and cartoon episodes to extend engagement. The idea this year was to build on that – dialling up immersion in the online platform games and improving cohesion in the gaming league with each game release.

Taking reference from this year’s animated stories’ theme, Dinoterra, players were now able to collect virtual dinosaur pets for competing in dinosaur-themed games. They were also able to use currency collected in each game to purchase pet accessories. These accessories enhanced their pets’ abilities, giving them the edge they needed to stay competitive in the league.

 
UI for homepage

Paddlepop Dinoterra home screen

Virtual pet store module

Virtual pet store module

 
Virtual pet attributes’ management modules

Virtual pet attributes' management modules

 
Dialog components

Dialog components

 
Games selection and summary modules

Games selection and summary modules

 
Landing screens for all 3 games

Landing screens for all 3 games

 
Player and pet selection module

Player and pet selection module

 
Virtual pet store module

Dialog components in games

 
Game selection screen for the tablet

Game selection screen for the tablet

 

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