Brief
Crocs picked Kasina for the first global launch of the Echo II. Korea’s original streetwear select shop, launching Crocs’ new line. The answer, from Dopa Agency: turn the lights off. Make discovery the mechanic instead of the display. We built the connected layer inside that. Under four weeks, brief to doors.
What We Built
Five NFC tap points across four zones, running entirely in the mobile browser. No app, no download, no account. — One tag at the entrance carrying orientation, four carrying missions — Portal: sign-up and consent at entry, mission delivery, progress state, and a locked structure that only opened as people physically moved through the space — A mission engine handling answer validation, wrong answers, already-solved states, and groups moving through together rather than one at a time — Glow Shot, a photo capture that turned private discovery into a shareable object — RSVP and invitation for the launch session — A live bilingual dashboard, so Kasina and Crocs watched it happen rather than read about it three weeks later Every tap resolved to a known session. Every session resolved to the dashboard.
Outcome
Sold out.
We built it for launch night — launch night is the photograph. The data said otherwise. The invited crowd lingered, eight minutes, a third of them sharing their Glow Shot. The public weekend moved faster and converted harder: 51% opted into marketing against 38% on opening night, and the quiet days out-collected the party. Launch night amplifies. The public days build the database. We’d have weighted the whole thing differently knowing that, and we will next time.
159 in-store sign-ups, around half opting into marketing. 99 Glow Shots captured. Zone taps ran 191 to 224 — near-identical across all five, meaning the game moved people through the entire floor instead of letting them cluster at the door.
