The brief was simple – create a crowd puller, an interactive experience that brought movement, noise and physical engagement to the Maersk Stand. The device had to be robust, simple to transport and set up and require minimum ongoing maintenance.
So, Pico commissioned SwarmOnline to work with set designer, Dave Rix (of Krypton Factor set fame) to deliver the “crowd puller”.
A concept was agreed, to design a game to “build” an oil pipeline, against the clock and against another competitor.
Dave Rix built the physical set and worked with SwarmOnline to identify suitable electronic components to integrate the physical effort with digital output.
SwarmOnline designed a large screen “progress” view, tracking. Live, how many segments of the pipeline were connected while adding the pressure of a timer countdown. Players were all registered through a simple and unobtrusive data capture mechanism for future marketing and to communicate if prizes had been won.
The game was delivered to Maersk Oil and deployed, immediately, onto the rigorous event and exhibition programme.
The game was an immediate hit. The noise, hustle and bustle of people competing to build a pipeline as quickly as possible created an air of friendly competition and straddled age, gender and seniority.
The game was intended for a 2 year programme but was used for well over 4 years, due to popularity.