ROLE
UX / Lead Design / Production / Build
CLIENT
Nintendo, created at Amazon
Due to limited development resources, many of the interactive features in the prototype were not possible to create for the final launch. The designs underwent several revisions through collaboration with Nintendo and internal creative leadership.
VIEW AUGMENTED REALITY EXPERIMENT
As a personal project, I aimed to transform the 8-bit art from Super Mario Bros. 35th Anniversary assets into an animated 3D sequence. Please note that this experiment was not part of the campaign. The Aero application is also being discontinued, so the experience is limited or may no longer work.
OVERVIEW
To celebrate the 35th Anniversary of Super Mario Bros., Nintendo partnered with Amazon to create a campaign that combined physical packaging with digital engagement. The initiative leveraged Amazon’s On-Box Advertising program and a custom landing page to connect nostalgic fans with new content, rewards, and interactive experiences.
The Amazon boxes showcased different illustrations of Mario characters for three distinct boxes that represented three different time periods: 8Bit, 2D, and 3D. Each box included a QR code, driving customers directly to the landing page.
PROCESS
As the lead designer for the digital experience, I contributed to the main concept for the Mario landing page. My process included:
- Customer journey mapping & wireframes: ensuring a seamless flow from box to landing page.
- Landing page design: featuring a timeline of Mario history, fun facts, hidden trivia, and highlights of new releases.
- Reward integration: enabling fans to earn My Nintendo rewards by clicking through to the Rewards site.
- Micro-interactions: coding subtle animations to enhance user engagement and create a playful, Mario-inspired experience.
RESULTS
The campaign achieved exceptional visibility and engagement, far surpassing benchmarks:
Visibility & Reach
- 1,200+ articles/clips/posts generated across press and media
- 139.1M gross reach, with 90% achieved in the first week
- 88% of shares on social media platforms, equating to 145.6K social shares
Landing Page Performance
- 300K+ page views within the campaign period
- 125% increase in time spent compared to benchmark landing pages
- 40% increase in QR code scan rate
- Nearly 30% of visitors scrolled 100% of the page (vs. 15% Custom team average)
By blending physical product packaging with a highly interactive digital experience, this campaign generated massive buzz and engagement. Nostalgia-driven creative, combined with measurable performance uplift, made the project one of Amazon’s most visible and successful entertainment partnerships to date.
