Voice Activated Endless Runner Game

Objective

DS Group's Pass Pass Pulse wanted to own National Candy Day with a digital activation that turned a simple candy occasion into a loud, shareable, competitive experience. The objective was to drive social participation and brand recall through a game where the brand name itself becomes the controller, while capturing first party consumer data and encouraging repeat play across the campaign window.

Journey & Mechanic

Consumers registered on a dedicated campaign microsite ("Candy Day, The Pulse Way") with their name, email and Instagram handle before entering a browser based endless runner game controlled entirely by their voice. After a short instructions screen and an audio permission prompt, players guided an on screen character through a side scrolling jungle course, not by tapping, but by shouting "PULSE." A live decibel meter translated the volume of each scream into jump height, letting players clear obstacles, leap over pits and collect Pulse candy packs as they ran.

The scoring rewarded both enthusiasm and timing: each Pulse candy collected added 5 points, while catching the special Pulse pick up earned a 20 point bonus, all tracked against a countdown timer. At the end of a run, players saw their score with the option to replay and beat it or submit their best attempt to the campaign.

Submitting a score unlocked a personalised, downloadable score card built for social. Players were prompted to share it on Instagram tagging @passpass_pulse, with a one tap WhatsApp share option, feeding a live leaderboard and turning every run into organic brand advocacy. Top scorers on the leaderboard qualified for prizes, giving consumers a reason to return to pulsecandyday.com and keep screaming throughout the activation.