Tap into the Flavor
CLIENT
Red Bull Japan
ROLE
UX/UI Designer
YEAR
2022
Red Bull releases limited-edition flavors all the time to keep the brand fresh, but the energy drink market in Japan is crowded with constant new releases.
For the launch of "Groovy Fizz," we felt that a standard ad campaign wouldn't be enough to capture the spirit of the product. A static image or a long description can't really explain a drink inspired by rhythm and carbonation.
Instead, our goal was to translate that physical "fizz and energy" into a digital experience that would stand out and actually resonate with our audience through music and gameplay.
Understanding the Audience
We focused our research on the 18–24 demographic in Japan, looking closely at their specific mobile habits.
A big part of this was "Oto-ge," or rhythm game culture, which is a massive hobby for Gen Z in Japan. Choosing this genre allowed us to tap into a skill they already had.
Since these players usually jump into games while waiting for a train or taking a quick break, we knew the experience had to be fast and intuitive so they could jump in and out easily.
Gameplay
The user experience was designed to be friction-free, moving people from social media to the prize entry in under two minutes. We mapped a lean flow starting with an ad, followed by a quick tutorial and three short gameplay stages.
By keeping the barrier to entry low, we turned casual users into active participants and ended the journey with a prize draw entry.
To keep things interesting, we designed a difficulty curve that rewarded effort without being frustrating. The first stage used simple taps on the beat to help players get the hang of the mechanics. By the third stage, the tempo picked up and added off-beat sequences to give rhythm game fans a more satisfying challenge.
We were intentionally lenient with how many "misses" were allowed to keep the vibe light-hearted, but we still required a decent score to enter the draw so the reward actually felt earned.
To make the experience feel more like a music game, we triggered score feedback through "Perfect" or "Miss" animations that synced with changing sound waveforms.
Visual Language and Design System
The visuals were a direct extension of the brand, using energetic reds and bubbly, carbonated textures.
To ensure consistency across the entire experience, I built a dedicated design system in Figma that defined everything from the button states to the rhythmic hit zones.
Because we were working under tight time constraints, I had to be very strategic with the handoff. I sliced many of the animations and UI elements into optimized assets to make the development process much faster.
Results
The campaign got a massive boost from a happy accident involving the artist from the band King Gnu. He actually played the game himself and ended up winning his own autographed prize, which immediately blew up on social media.
The irony of the situation caught on with fans, and the interaction between his account and the official King Gnu page created a wave of organic engagement that felt authentic.
