Sonic Adventure Challenge

Sonic the Hedgehog collaborated with us to create a race-focused interactive game designed to attract new users and promote Sonic character merchandise.

SONIC THE HEDGEHOG

I led the full concept development, creating a GPS-based adventure game that transformed Singapore into a real-world race course. Participants run across designated locations in Marina Bay to collect rings, driven by a storyline that challenges players to gather as many rings as possible to save Sonic’s friends forming the core narrative of the Sonic Adventure Challenge.

Through the app, participants can track nearby ring locations in real time, run to corresponding landmarks, and collect rings across different checkpoints. The more rings collected, the higher the accumulated score unlocking Sonic-themed medals and exclusive merchandise as rewards.

Concept - Serene Yeap Creative Direction - Zhou Mi, Serene Yeap
Art Direction - Zoey Lee Design - Zac Ng, Serene Yeap Copywriting - Serene Yeap Video & Motion Graphics - Zac Ng App Development - Amirul Medium - Digital & Social Published - 2020

When the City Becomes the Game

Creative Development

To further boost social engagement, an Instagram Ring Filter was launched, allowing participants to gain more likes and interactions for additional chances to win Sonic merchandise.

As the campaign is primarily focused in Singapore, the visual design incorporates iconic Singapore landmarks to create a strong local connection and immersive experience.