Mobil1
Product Designer
Mobil 1's 50th anniversary called for a tentpole sweepstakes — a digital activation that would carry the brand's "Ready for What's Next" platform across mobile and desktop. The challenge wasn't just to make a sweepstakes; it was to make one that felt like Mobil 1. Generic spin-to-win mechanics don't land for a performance brand. The mechanic itself had to embody what the product is about.
The Concept
The mini-game centers on a speedometer. Players accelerate to hit a "Goldilocks zone" — too slow misses, too fast overshoots, precise gets the prize. The speedometer isn't decoration; it's the entire interface. The mechanic ties Mobil 1's category (precision engineering, motor oil) to the interaction (skill-based timing) to the reward structure (the harder you nail the zone, the better the prize tier). The strategic move was treating the gameplay loop as a brand expression rather than a separate layer.
UI and UX
The interface is built around a single hero element — a custom speedometer rendered as the screen's center of gravity. Supporting controls (start, brake, prize indicator) sit at the edges to keep the player's focus on the precision moment. The flow was streamlined from the original four-step proposal (scan, spin, stop, claim) to three (scan, start, go/stop, claim), reducing friction without losing the moment of payoff.
Layout was thought through for both desktop and mobile from the start. Mobile keeps both action buttons accessible to a single hand. Desktop expands the vertical canvas to fade the mobile layout into a custom landing skin.
Why it Works
The case study isn't really about a sweepstakes. It's about the discipline of letting a strategic idea (the speedometer as metaphor) drive every downstream decision — UI hierarchy, color logic, motion language, and user flow — so the activation reads as Mobil 1 even when the logo is small.
Branding • Marketing
Intac
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Branding • Digital • Marketing
Rebel
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Digital • Content Creation
Mobil1
Mobil 1's 50th anniversary called for a tentpole sweepstakes — a digital activation that would carry the brand's "Ready for What's Next" platform across mobile and desktop. The challenge wasn't just to make a sweepstakes; it was to make one that felt like Mobil 1. Generic spin-to-win mechanics don't land for a performance brand. The mechanic itself had to embody what the product is about.
Product Designer
Product Designer
The Concept
The mini-game centers on a speedometer. Players accelerate to hit a "Goldilocks zone" — too slow misses, too fast overshoots, precise gets the prize. The speedometer isn't decoration; it's the entire interface. The mechanic ties Mobil 1's category (precision engineering, motor oil) to the interaction (skill-based timing) to the reward structure (the harder you nail the zone, the better the prize tier). The strategic move was treating the gameplay loop as a brand expression rather than a separate layer.
UI and UX
The interface is built around a single hero element — a custom speedometer rendered as the screen's center of gravity. Supporting controls (start, brake, prize indicator) sit at the edges to keep the player's focus on the precision moment. The flow was streamlined from the original four-step proposal (scan, spin, stop, claim) to three (scan, start, go/stop, claim), reducing friction without losing the moment of payoff.
Layout was thought through for both desktop and mobile from the start. Mobile keeps both action buttons accessible to a single hand. Desktop expands the vertical canvas to fade the mobile layout into a custom landing skin.
Why it Works
The case study isn't really about a sweepstakes. It's about the discipline of letting a strategic idea (the speedometer as metaphor) drive every downstream decision — UI hierarchy, color logic, motion language, and user flow — so the activation reads as Mobil 1 even when the logo is small.
Thank You!
Let’s Get In Touch
Anthony Cao
Thank You!
Let’s Get In Touch
Anthony Cao
Dallas, Tx
Intac
Branding • Digital • Marketing
View Case Study
Rebel
Branding • Digital • Marketing
View Case Study