Mini-Game Campaign Design and Development
Designed and coded an in-browser mini-game for Roto Grip's Perfect Gem bowling ball product launch, illustrating all game assets in Illustrator and building the game itself in HTML, replacing a static entry-form campaign with an interactive experience built to drive repeat visits and capture real player data.
Client: Storm Products Inc. | Roto Grip
Timeline: August 2026
My Role: Creative Concept & Design
For the launch of the Perfect Gem, a new bowling ball in Roto Grip’s Gem line, I was tasked with capturing the attention of our core audience: men aged 35–65. Our typical product-launch campaigns were simple entry forms—enter to win a ball—but they didn’t drive traffic to the site, encourage repeat visits, or move the metrics that mattered: scroll depth, time on page, or return visits.
I pitched a different approach: an in-browser mini-game inspired by the retro arcade classic Dig Dug. Users play as Roto Grip’s well-known brand manager, Chris Schlemmer, digging through the ground to uncover gems. Each uncovered common gem is worth 10 points, and finding the Perfect Gem wins the game, prompting the player to enter their information for a chance to win a real ball. Players can replay and re-enter as many times as they want.
The goal wasn’t just a fun, memorable campaign; it was solving the exact problems the old entry-form model couldn’t: keeping users on the site longer, bringing them back more than once, and collecting real player data to fuel future email campaigns.