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The digital “life force” of Esselunga’s recent promotional success, the Star Wars Rollinz app was developed thanks to the creative and technological support offered by Infinity Reply, the Reply Group company specialising in gaming and digital user engagement services.
Infinity Reply has built a rich and continuous user experience bridging the gap between the physical and the digital worlds: a point of sale promotion that was transformed into a virtual game and in turn triggered new entertainment stimuli, becoming an unprecedented media phenomenon.
In addition to entertaining users through the gameplay offered, the mobile application has also helped sustain and expand the performance of the initiative. The mechanics adopted are simple at their core, yet rich and engaging in terms of tools and gaming experiences generated.
Having being authenticated through their Esselunga Fìdaty loyalty card, users are provided access to an augmented reality functionality allowing them to scan physical Rollinz and activate them within the game.
In this virtual space, the user has the option to lead the character – overcoming one trial after another – through various successive levels of play until the final victory. The game was designed to involve all 20 Rollinz characters distributed with the promotion.