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How DQ's Tamagotchi-Inspired Happy Campaign Generated Consumer Acquisition & Engagement
The Problem
While Dairy Queen’s been experiencing Fan loyalty and growth, the creative team's focus was to better serve the evolving expectations of consumers through visually engaging content. A digital transformation – shifting the organization towards a more customer-centric approach focused on using digital to increase customer loyalty with tailored CRM program, including the design, management and delivery of visually engaging personalized emails, offers as well as equally engaging mobile gaming sweepstakes experience created with the goal of driving in-store traffic, purchases, and new app downloads.
The Solution
To kick off the experience, a dynamic in-app promotion tile was added to the mobile app experience to support messaging during gameplay. This section changed according to that weeks’ grand prize–therefore offering more relevant, enticing content that inspired DQ® fans to enter daily.
Awareness of the experience was further supported through messaging across all channels–sending custom and segmented communications through push notifications, in-app messaging, social posts and emails.
The Result
American Dairy Queen Corporation, Nascar®, Universal Orlando Resort™ and The Coca-Cola Company was able to join forces to successfully launch The hAPPiest Sweeps Ever™, driving record results for in-store traffic, purchases, and new app. downloads. The combination of tactics achieved a substantial above new member goal and significant digital revenue growth while surprising and delighting DQ fans along the way.
While Dairy Queen’s been experiencing Fan loyalty and growth, the creative team's focus was to better serve the evolving expectations of consumers through visually engaging content. A digital transformation – shifting the organization towards a more customer-centric approach focused on using digital to increase customer loyalty with tailored CRM program, including the design, management and delivery of visually engaging personalized emails, offers as well as equally engaging mobile gaming sweepstakes experience created with the goal of driving in-store traffic, purchases, and new app downloads.
To kick off the experience, a dynamic in-app promotion tile was added to the mobile app experience to support messaging during gameplay. This section changed according to that weeks’ grand prize–therefore offering more relevant, enticing content that inspired DQ® fans to enter daily.Awareness of the experience was further supported through messaging across all channels–sending custom and segmented communications through push notifications, in-app messaging, social posts and emails.
American Dairy Queen Corporation, Nascar®, Universal Orlando Resort™ and The Coca-Cola Company was able to join forces to successfully launch The hAPPiest Sweeps Ever™, driving record results for in-store traffic, purchases, and new app. downloads. The combination of tactics achieved a substantial above new member goal and significant digital revenue growth while surprising and delighting DQ fans along the way.
Mystic worked on several critical projects for me at Leapfrog; they have excellent technical skills and very easy to work with. For larger projects they were able to quickly scale up the team in order to meet aggressive deadlines. I would hire them again for any project involving web front end, server-side java, or database development.
Dave Stauffer
VP of Web Engineering
Leapfrog
Mystic was a great extension of our team when we were up against some tight deadlines and needed additional java expertise. They proved to be a great resource for some challenging projects.
Blaine Behringer
COO
Earthbound Media Group
We utilized Mystic to provide us with several web applications to enhance the content and functionality of our website. They worked with our team to understand our needs and requirements that resulted from redesigning our website. The solutions they provided were designed well and delivered on time and within budgetary requirements. These applications are some of the most popular locations on our site.
Brian Harris
ED Web Operations
Loma Linda University Medical Center
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