Case Study
KAMALA’S QUEST: THE EMPOWERED BRACELET
Client: Disney+
Market: Singapore, Malaysia
Date: 2022
InMobi Creative Studio
Art Director: Roshini Krishna, Anna Ow
Developer: Nikhil Hegde
Mobile Activation, UI/UX Game Design
Background
As a teenage superhero from New Jersey, Kamala embodies the dreams and aspirations of many young fans. Disney aims to engage this audience by promoting the Ms. Marvel brand through a mobile game that captures the essence of Kamala’s journey and her daydreams of adventure.
Objective
The primary objective is to drive user engagement and interest in the Ms. Marvel brand through an interactive and entertaining mobile game experience. By immersing users in Kamala Khan’s world, the game aims to: Increase Awareness, Drive Trailer Views and Boost Engagement.
Creative Concept
A fast-paced, visually appealing game taps into excitement and offers a hands-on way to connect with Kamala’s story.
The game challenges users to collect three icons that represent Kamala’s daydreams about love, cosmic powers, and her favorite superhero, Ms. Marvel. By swiping left or right on her bracelet, players can collect these icons and empower the bracelet, helping Kamala on her journey to becoming a superhero. But they must also avoid an evil heart that represents what is “not her.”
With just 30 seconds on the clock, the game is fast-paced and engaging. Finally the empowered fist jumps out of the bracelet and cracks the screen, signaling the end of the game. Users can then choose to beat their best score or watch the full trailer.
HELP TURN KAMALA'S DREAMS INTO A REALITY
Results