app creative · creative lead · UI/UX Design
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01 — Project Overview
02 — Client, Role & Deliverables
Client
Mitchells & Butlers
Role
Creative Lead & Designer
Deliverables
3x App games, Social & paid content suite
03 — The BRIEF
The challenge was to create a shared campaign experience that could unite multiple brands while still feeling relevant to their individual audiences. The experience needed to capture the excitement and familiarity of a Christmas cracker while encouraging engagement, social sharing and restaurant visits throughout the festive period.
04 — MY CONTRIBUTION
Working as part of the creative team, I helped bring the interactive experience to life through the design and rollout of campaign assets across digital touchpoints.
My role focused on creating a seamless and engaging user experience that balanced playful interaction with promotional messaging. Working across multiple brands required careful consideration of visual consistency, ensuring the experience felt cohesive while remaining true to the personality of each restaurant.
06 — experience design
At the heart of the campaign was a simple but engaging interaction. Users could personalise their own Christmas cracker before tapping to pull it open, recreating the excitement of a traditional festive moment in a digital format. The experience was designed to encourage participation while creating a sense of surprise and reward.
07 — rewards & social integration
Every pull revealed something new.
Once opened, users were presented with a randomly generated festive outcome. Rewards ranged from restaurant offers and promotional incentives to Christmas jokes and bespoke Instagram and TikTok filters, helping extend engagement beyond the experience itself and encouraging social sharing across platforms.
08 — outcome
By combining interactive design, festive storytelling and reward-led engagement, the campaign delivered a shared seasonal experience across multiple Mitchells & Butlers brands. The result was a playful digital activation that strengthened customer engagement while creating memorable moments throughout the holiday season.