Fliggy Double 11,
a game that brings merchants and users together.
Double 11, 2019. Fliggy's first merchant-linked campaign: do tasks, get red packets. Goals: grow merchants’ followings, drive traffic, build buzz. I owned the interactive experience — layered content, expandable space, distinct rewards, brand touchpoints.
- Role
- Interactive experience
- When
- Double 11, 2019
- Play
- Tasks for red packets
- Aim
- Traffic · followers · buzz
3.12MNew followers
72%Merchant referral
148%Of target
+96%Red-packet UV
08OverviewWork
One interface structure,
two jobs
Distribution needed a page that could grow in layers, so campaigns and goods could both be seen.
Follower growth needed distinct rewards and many entry points: hotel, flight and activity pages all led into the same game.
Goal 1
Distribute
Expand the page into layered space.
Goal 2
Grow followers
Distinct rewards and plenty of brand entry points.
Keep
A play model
Interactive building blocks we could reuse.