Kirin Ice+ – Spin-to-Win Minigame for Summer 2025 With Marvy Co

Overview

In the summer of 2025, Kirin Ice+ launched the nationwide campaign “Hunt for Cool Prizes, Join the PS5 Squad”—a large-scale promotional activation aimed at connecting young audiences, sparking a sense of refreshing fun, and amplifying the brand’s energetic, youthful image.

Marvy was selected as the Creative Tech Agency to handle the entire process from UX/UI design to full website development, delivering a unique online gaming platform that allows players to join effortlessly—whether playing solo or teaming up with friends to “hunt” for major rewards like the PlayStation 5.

Challenge

Kirin wanted to offer an experience that felt more exciting and distinctive compared to typical “enter code to win” promotions.

Marvy was tasked with designing and developing a system that not only delivered high entertainment value but also ensured strong data management and top-tier security.

Key challenges included:

• Building two separate game modes (Solo & Group) with smooth, synchronized operations.

• Developing a complex CMS–Backend system to manage user data, prize codes, rewards, and anti-cheating measures.

• Designing an appealing summer-themed interface aligned with the Kirin Ice+ brand identity.

Experience Design

The project began with a complete experience design phase:

• Wireframes: defining website structure and player journey.

• User Flow: mapping the detailed flow for both Solo and Group modes.

• Draft UI Scenes: sketching interface layouts and visual effects based on the “Cool Refreshment” visual concept.

From there, Marvy crafted a seamless user flow where every step—from login, code entry, spinning the wheel to sharing results—feels intuitive, quick, and user-friendly.

Game Mechanics

The website features two core gameplay modes:

Solo Play

Quick participation, instant spin, instant rewards.

Group Play

Create or join a team, invite friends, and spin together to chase major prizes—especially the PlayStation 5.

User Flow – Solo Play

1. Login / Registration

Players access the website and log in using their phone number. The system sends an OTP via SMS to ensure data security and transparency.

2. Enter Code Under Bottle Cap

After logging in, users enter the Kirin Ice+ cap code. Each valid code grants one spin. The system automatically detects duplicates and invalid entries.

3. Spin to Win!

The spin wheel is designed with vibrant motion and refreshing sound effects. Users simply hit “Spin Now” and wait for the exciting result animation.

4. Prize Display & Personal Inventory Update

When the wheel stops, the reward is revealed with an energetic celebration effect.
All rewards are stored in the player’s Personal Inventory for easy tracking and redemption.

5. Share & Continue Playing

Players can share their results on social media to help spread the campaign, and continue playing with new codes anytime.

User Flow – Group Play

1. Login / Registration

Identical OTP verification as Solo mode for security and consistency.

2. Create or Join a Group

• Create Group: name the team and enter a cap code to initiate.

• Join Group: via invitation link or group code.

3. Invite Friends

The website generates a shareable link or QR code for quick invitations.
This not only enhances campaign visibility but also expands organic user participation.

4. Spin Together

When the group has enough members, each person enters their code and spins.
Every result contributes to the team’s Group Progress.

5. Puzzle-Piece Mechanic – Hunt the PS5 Together!

The grand prize is divided into 3 puzzle pieces.
Each member who lands a piece contributes it to the team.
Once all 3 pieces are collected, the team leader can redeem the PlayStation 5.
This mechanic drives teamwork, bonding, and shared excitement.

6. Claim Rewards & Share Team Achievement

A vibrant celebration animation appears when the team completes the puzzle.
The team leader redeems the prize, and members can share the achievement across social platforms.

Tech Implementation

To support thousands of players and ensure smooth interaction for both game modes, Marvy developed a custom technology system for Kirin Ice+, including:

• CMS for user & prize code management: authentication, tracking, and analytics.

• Two independent prize pools: separate logic for Solo and Group rewards.

• Anti-Cheating System: prevents duplicate codes, ensures unique OTP verification, and protects game data.

• Dynamic group rooms & shareable links: easy group creation and friend invitations.

• Realtime Tracking & Leaderboard: displays team progress and spin results in real time.

Impact

After launch, the Kirin Ice+ Spin-to-Win campaign achieved impressive results:

• 17,419 total game plays across the system.

• 9,736 unique players participating nationwide.

• 367 prizes awarded to individual players and winning teams.

The campaign quickly gained strong traction on social media, attracting thousands of young users to join the “PS5 squad.”
Multiple platforms such as Kenh14, Wonderfarm Online, and large fanpages covered the activation, making Kirin Ice+ one of the standout gamified marketing campaigns of Summer 2025.