CREATIVE AND ART DIRECTON, CONCEPT, STRATEGY, USERFLOW
The Playmaker by Dolce Gusto encourages Facebook users to send playful (flirty) messages to their online contacts, facilitating fun, intimate communications. The app provides suggested opening lines made to amuse, tease, and engage the recipients of the messages, creating openings for both parties to pursue, retreat, up the ante, or reject – all in the name of fun.Flirty messages range from subtle to bold, reflecting the variety of coffee flavours offered by Dolce Gusto. Regardless of the intensity chosen, elements of humour in the messages serve to entertain readers and keep things light and fun. By masking the flirts as a ‘mysterious secret message’ they share, we elevate the conversation of sender and recipient above the norm.
Text ads will appear on the Sponsored section of Facebook, creating awareness and driving traffic to the app. The ads will be gender-specific, tailored for male and female readers.
Clicking on an ad or on a friend’s post brings users to the APP ABOUT PAGE, where they learn about The Playmaker and are invited to install the application.
The main activity page of the app, profiled by user’s gender. Here users can select suggested flirts by turning a dial to increase or decrease intensity. The Playmaker offers advice and commentary throughout.
A suggested flirt, based on the PLAYFUL setting on the dial. Users can like this flirt, and select it for their message. Based on the flirt/dial setting, The Playmaker offers helpful advice and encouragement.
Once the flirt has been chosen, users then select a recipient among their FB contacts, and write their secret message to send.
Once sent, the message is converted into a ‘secret’ posted on the recipient’s wall, inviting the reader to learn what the secret message is.
The reader is led to the app, where the secret message is revealed, with the flirt providing a teasing overtone to the personal message. Users can then choose to Reject or Reply.
In flirting, there are triumphs and defeats. The Score page lists the best and worst flirts used to date, with pass/fail ratings to help guide users to which flirts seem to work best. An Epic Fail section showcases the worst rejects of the week.
Promo messaging can be applied, with the most prolific male and female flirts winning Dolce Gusto machines. Alternatively, the worst flirter may be given a machine, to reward such remarkable perseverance and heart.
A guide to the secret art of flirting, with sage advice from The Playmaker. As data is collected on the successes and failures of flirt lines, the Playmaker adapts, offering more effective flirts. Original flirt messages submitted by users can be incorporated and the contents published into a real Play Book, documenting the passions and strategies of real people as they attempt to connect to one another via flirting. The published book may be sold, or given away with every Dolce Gusto purchase.