For the first time in the country, Citi’s Platinum Select Credit Card was recently launched with a unique and interactive game. The game is designed around ‘Virtual Shopping’ using the new Citi Select Credit Card. This idea was conceived and implemented by Mediaedge:cia.
Consumers perceive credit cards to be generic and un-differentiated. Citi’s new card has been designed to include a host of new and unique features. Therefore, the task was to ensure that the launch did not just pass off as just another card with a fancy name.
At the start of the game, a ‘Player’ is given a credit limit of Rs 5 lakh. The aim is to shop as much as one likes within the predetermined categories. The Player is prompted to use the various new features and accordingly calculate the reward points. The Player with the maximum points in 150 seconds wins gift vouchers.
This game has been installed on a 6ft x 4ft touch screen, interactive wall, claimed to be the first such concept in India. This activation is in progress at the Inorbit Mall and Oberoi Mall in Mumbai till mid-April 2009.
To monitor the number of responses, a camera has been installed on top of the screens. The camera detects the retina and records the number of people who have seen the game, how many have played it, male/female bifurcations, etc. This technology for monitoring eyeballs is reportedly being used for the first in India.