SAMSUNG AR MAZE GAME
Creative Direction | UI/UX Design | Game Design
📍 Westfield Mall, London
Client: Samsung UK (via OMM London)
📍 Westfield Mall, London
Client: Samsung UK (via OMM London)
SITUATION
To celebrate the launch of the new Samsung Galaxy Z Flip and Z Fold phones, Samsung opened an immersive pop-up at Westfield London. The objective: engage visitors through an innovative AR activation that highlights the product’s foldable functionality while offering a playful, rewarding experience.
TASK
I was brought on as Creative Director and UX Designer to concept and design an Augmented Reality game that would:
• Showcase the Flip/Fold devices in an interactive way
• Drive footfall and engagement in the pop-up store
• Provide users with a memorable brand experience that connects play with product education
• Showcase the Flip/Fold devices in an interactive way
• Drive footfall and engagement in the pop-up store
• Provide users with a memorable brand experience that connects play with product education
The challenge was to seamlessly blend game mechanics with intuitive AR UI, within a high-traffic retail environment and limited dwell time per user.
ACTION
• Game Mechanics: Developed a time-based AR maze game where participants manipulate the folding phones (in AR) to create a clear passage for a ball to reach the finish line. Each phone acts as a wall or a gate that rotates when tapped.
• Product Integration: Incorporated both Z Flip and Fold devices as dynamic obstacles within the AR maze, highlighting their real-world form factors and interactivity.
• UI/UX Design: Crafted an intuitive AR interface that guided users with tap/rotate cues, time countdown, scoring mechanism, and dynamic feedback.
• End-to-End Experience: After completing the maze, users learned about the phone features through interactive screens and could enter a prize draw to win a Galaxy device.
• Leaderboard Display: Scores were captured and shown on a live leaderboard, adding a layer of competition and excitement within the store.
• Product Integration: Incorporated both Z Flip and Fold devices as dynamic obstacles within the AR maze, highlighting their real-world form factors and interactivity.
• UI/UX Design: Crafted an intuitive AR interface that guided users with tap/rotate cues, time countdown, scoring mechanism, and dynamic feedback.
• End-to-End Experience: After completing the maze, users learned about the phone features through interactive screens and could enter a prize draw to win a Galaxy device.
• Leaderboard Display: Scores were captured and shown on a live leaderboard, adding a layer of competition and excitement within the store.
RESULT
The Samsung AR Maze Game attracted over 2,000 participants during the campaign, dramatically increasing foot traffic and dwell time in-store.
• 85% of players completed the maze and interacted with product features post-game
• Over 3,000 unique video shares on social media featuring gameplay
• Drove direct sign-ups to Samsung’s CRM and prize draw funnel
• The experience was rolled out as a scalable format for future activations in other Samsung retail locations
• 85% of players completed the maze and interacted with product features post-game
• Over 3,000 unique video shares on social media featuring gameplay
• Drove direct sign-ups to Samsung’s CRM and prize draw funnel
• The experience was rolled out as a scalable format for future activations in other Samsung retail locations
IMPACT
This playful fusion of Augmented Reality, retail gamification, and product storytelling demonstrated how creative tech can deepen consumer engagement and drive conversion.
The activation elevated the in-store experience, turning a passive product display into a participatory game aligning perfectly with Samsung’s forward-thinking brand identity.
The activation elevated the in-store experience, turning a passive product display into a participatory game aligning perfectly with Samsung’s forward-thinking brand identity.
