We recently had the opportunity to collaborate with Electrolux, a Swedish multinational brand on a HTML5 quiz game. The marketing objective of the game was connect a music festival with a strong consumer brand.

Figure 1: Landing page of the game

Using HTML5 was a no-brainer, as it allowed us to easily distribute the game to a large audience, without being subject to App Store approval times. Later in this post, we’ll describe why we chose HTML5.

The game concept is simple: given a lyric and corresponding audio clip, guess the song artist. Correct guesses would be awarded points, while wrong guesses would lead to points deduction. Users would be able to compete for the top score via a Facebook-powered leaderboard.

On the technical side, we have a large database song data and clips at a time, 10 of which are presented to the user every round of gameplay. The game client would request the metadata and audio clip from 10 randomly selected songs. With some help from the localStorage element, we could ensure that the songs presented are always fresh. We even had a team to update song data every few days, while the marketing campaign was running.

Speed of loading the audio clip was crucial, as it added to the experience of the game. 5-second, highly compressed audio clips was the solution to this.

The UI was presented in a clean fashion. The text lyric is shown in the middle. The audio clip button is visible in the top right, with the pre-loaded clip ready to fire. Upon selecting an answer, the “next” button would appear, acting as a final confirmation button.

Here are a few screenshots:

Figure 2: Start screen

Figure 3: The game screen

Figure 4: Another game screen

Performance and metrics

The game was distributed via social media and news channels, recording over 177,660 completed gameplays within 72 hours of going live. Most importantly, it solidified a regional music festival with a multinational consumer brand. It’s proof that HTML5 can be used to create interactive and engaging experiences, to benefit both users and brands.

Justification for HTML5

Why did we choose HTML5?

• With native apps, most marketing efforts had to be timed ahead. Google Play allows instant approval, but the App Store’s submission process is not transparent, keeping marketers guessing on the launch schedule.
• It’s highly costly to build a native game, because there would need to be separate code bases and programmers
• Instant gaming is now possible: with HTML5, all the user needs to do, is tap on a shared link, or ad banner to load the game. No downloads, no credit cards, no entering username and passwords.

We believe the advantages of HTML5 would continue to drive brand adoption, enabling users to quickly engage with their favorite brands.

To inquire more about this project, view a demo, or request a quote for a similar project, please contact us.