Matduellenen
Concept/Art Direction/Design/UX
ABOUT THE PROJECT
Sushi, tacos, or a tasty burger? Whatever you feel like having for dinner, the food court Kungshallen got it. But it can be hard to decide what to go for with 16 different restaurants to choose from.
To help Kungshallens customers, as well as creating some engagement in social media, Matduellen was created. Here, sixteen of Kungshallen dishes gets matched up in 1v1 duels where the user decides the winner until only one dish remain. There's just one catch – you only have three seconds decide between each pair of dishes, so listen to your gut feeling!
The challange
When Kungshallen approached us, the brief was clear but open ended. They wanted a campaign that in a fun and creative way showed the variation of restaurants available at Kungshallen.
When thinking about what way to tackle the brief, the team soon came to the conclusion that Kungshallens greatest strength was also it’s weakness - having 16 restaurants to choose from made deciding to eat at Kungshallen only your first choice, you still had to figure out which of the different places you preferred. Not an easy task for those of us cursed with food decision anxiety.
Here the seed for Matduellen was sown. By pitching the different restaurants against eachother we both were able to show off all 16 restaurants but also created a fun tool that could help people make up their minds.
The game
In Matduellen every restaurant’s signature food is pitched in 1v1 duels where the user only has 3 seconds to tap the food the prefer. The winners all move on to face each other while the losers are eliminated. After 15 rounds, taking at most 45 seconds in total, only one dish stands undefeated. After finishing the player could share their result as well as see the menu for the winning restaurant’s dish.
Matduellen was marketed through social media. Thanks to being a web app it was available for all users to play just by visiting the game’s url with no need to download anything on any device and operating system.