April 2019 - September 2020
Prototyping, lead developer and deployment
Nestlé chose its 2nd biggest market, Brazil, to partner with FITCH to design a flagship store. The digital team designed and developed 8 digital touchpoint that are part of the chocolatory experience. The goal was to put a smile in your break while you visited the store in Sao Paolo.
One of the touchpoint was the VR Game that could be find in the centre of the store. The VR experience would let customers have a break from the reality and instead explore the chocolatory worlds.
The VR game is made of multiple worlds, each of them showcasing different aspect of the KitKat Universe. Each
world has various missions that need to be completed to advance to the next stage. Once the experience is finished the customer wins a free KitKat.
The VR installation was placed inside the pick and mix area. This enabled privacy while the customer played the game. Using the head rotation and a trigger the user could explore and interact with the game.
The first world helps the player understand the basic interactions and UI of the game by completing various tasks.
Once the tutorial is done, the player is transitioned to the KitKat cave world. Completing both missions starts the factory and gives the player a glimpse on how KitKats are made.
Grind chocolate rocks
After starting the chocolate factory, the player is transported to the Nature World. The goal here is to coat and collect the KitKats from the chocolate river.
Coat KitKats with flavors
Collect new flavors
The last world is situated on an alien planet filled will space plants and rock formations. To finally get that free KitKat the player will need to complete the "K" constellation and destroy a planet using the X-Ray gun.
Bring in the planets
Design & Integration
This pulsing ring with particles attracts the user attention and let's him know where the next mission will take place.
This reticle is at the centre of the screen and follows the headset rotation. If the user hovers an interactable object it will turn green.
The particle path shows the player the direction in which he needs to pull or drag the object to complete the task
To keep the game consistent and easy to learn we kept the same core mechanic of press and hold for each interaction. However there are some difference in the way these core mechanics are used, we can separate them in 3 different types.
The player aims his reticle at the hilighted object and holds the trigger to drag it towards its destination.
The player aims his reticle at the hilighted object and holds the trigger to pull it up or down.
The player aims his reticle at a planet, holding the trigger charges the X-Ray gun and releasing it will shoot the projectile.
The Retail Design Institute judges awarded the KitKat Chocolatory with an Innovation Award for Digital Integration.