MAGNIPLANT
Grow and Know
Challenge: Inspire interest and curiosity in the natural world in pre-teens & teenagers, focusing specifically on outdoor education and increasing nature literacy.
Insight: Children aren’t going outside because they are glued to their screens. So why not use the devices that are keeping them from going outside to get them outside.
Solution: We combined our insight with our target’s love for games and competition to create an ‘interactive adventure’ app — MagniPlant. An app that encourages children to interact with the natural world around them while still incorporating fun and education.
Art Director: Stephanie Kung (me!) / Copywriter: Alexa Sudarto
Work done for Young Shits Advertising Brief Competition (August).
How It Works
The objective of the game is simple.
Using a phone camera, scan any plants you see out in the world. With the help of AI, the app will be able to detect when a plant has been scanned.
Once detected, you will receive an in-app card of a random plant with a picture, brief description, and fun facts. These cards have ranks that range from common to rare; the rarer, the higher the score.
The more cards you collect, the higher your rank on the leaderboards!
Logo
Application Icon
User Interface
Scan a plant
The same plant can’t be scanned more than twice
Each mystery box contains a card that is selected by random
Players can view their chances in winning a spot on our bi-monthly outdoor excursion
Players can view their collection, save pictures of their cards and share them with their friends
Once a plant is identified, players will be granted a mystery box
Players can see how they measure up to other players
Incentive
To actually get kids outdoors and explore nature, we will have bi-monthly outdoor excursions around the US and the world (for special occasions).
On these trips, kids at the top of the leaderboard will get the chance to go on a camp with two guests to embark on guided tours, adventuring into the wilderness and experiencing the enchanting charm of mother nature.
Normal Edition
In celebration of different heritages and cultures, we will release special edition cards and excursion trips to spotlight the plants in different regions of the world
AAPI Heritage Month Edition
Collectible Cards
Rarity Classification
MagniPlant cards are ranked by rarity according to how rare the plant is in the natural world. For instance, “The Corpse Flower” which can only be found in few regions in Indonesia would be classified as rare. The rarer a card is, the more points the player will accumulate toward getting a place on our trips.
Every May, we will come out with special edition MagniPlant cards in celebration of AAPI Heritage Month. The cards will spotlight different plants unique to the Asian Pacific region
In addition to the cards, leading players will have the opportunity to venture off to the Asia Pacific for our bi-monthly trip.
Hispanic Heritage Month Edition
Every September, we will come out with special edition MagniPlant cards in celebration of Hispanic Heritage Month. The cards will spotlight different plants unique to the Latin America region.
In addition to the cards, leading players will have the opportunity to venture off to South America for our bi-monthly trip.
St Patrick’s Day Edition
Partnership: Youtube Gameshow
We will host a game show featuring 3 teams of YouTubers popular with preteens and teens to be filmed and published on YouTube.
The game show will consist of 5 special episodes uploaded on our own self-titled channel.
In the first three episodes, Tour three teams will have the chance to battle it out in a series of challenges to test their knowledge on nature and win a trip to Indonesia to see the Rafflesia.
1
The final two episodes of the show will follow the influencers as they explore Indonesia‘s natural beauty with MagniPlant.
2
Key Visual
Our cast members are all Youtube-focused creators that are popular with the pre-teen to teen audience. They predominantly make vlog and gameshow style content.
Our Cast
Team 1
Brent Rivera
Emily Ha
EvanTubeHD
Lexi Rivera
Team 2
Erica Ha
JillianTubeHD
Pierson Wodzynski
Evelyn Ha
Team 3
Ben Azelart
FaZe Rug
ZHC
Sofie Dossi
Gameshow Promotion
Main Channel
Gameshow episodes will be uploaded on the “MagniPlant” Youtube Channel.
Secondary Channel
We will post short clips of key moments from full episodes and exclusive unreleased behind the scenes footage.
Additional Promotional Content
We will ask our cast members to post Youtube Vlogs, TikTok and Instagram content to highlight the gameshow and trip from a different perspective.
“Come BACKSTAGE with me on MagniPlant: The Gameshow”
“WE’RE GOING TO INDONESIA!”
“Visiting the world’s biggest, STINKIEST flower!”
Influencer Marketing
We will be partnering with influencers who are popular with the pre-teen and teenager audience to further promote MagniPlant.
Youtube: EvanTubeHD
EvanTubeHD is a YouTuber with over 7 million subscribers. His videos are tailored to younger children aged 10 to 15, and makes videos centered around fun challenges and games.
Twitter: GeoGuessr
Travis Rainbolt, also known as Rainbolt, is a content creator famous for acing the game Geoguessr. He’s famous for being able to accurately guess the location of anything just based off a picture.
We will be asking him to get his followers to send him pictures of plants for him to locate on Google Maps. Participants will get a rare card on MagniPlant as a prize.
Outdoor: Educational Plant Signs
We will have eye-catching signs posted next to their corresponding plants public green areas, such as Central Park and the Boston Public Garden. Passersby will be educated on plants that they would otherwise just mindlessly walk pass
