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Overview

For a series of major racing events organised by Hong Kong Jockey Club, we designed and developed interactive campaign games hosted on the WeChat platform to drive public engagement and create memorable digital experiences around each event.

The objective was to translate event themes into simple, accessible gameplay experiences that could increase participation while strengthening audience connection with the campaign.

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Role

I was involved throughout the entire project lifecycle, including:

• Concept development
• Game mechanics design
• Visual design
• UI implementation
• Front-end development

Working across both design and technical execution allowed me to ensure that each experience remained engaging while being feasible within the WeChat platform environment.

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Design Approach

Rather than creating traditional promotional content, each campaign was designed as an interactive experience that encouraged users to actively participate.

The gameplay mechanics were tailored to reflect the theme and objectives of each racing event, transforming campaign messages into memorable user interactions.

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HKIR 2016 – International Claw Machine

To celebrate the Festival of International Horses and Jockeys, we created a claw machine game inspired by arcade experiences.

Players collected items representing participating countries, encouraging exploration of the event’s international nature through playful interaction.

Design Focus

• Collect-and-discover gameplay
• International cultural representation
• Accessible interaction mechanics
• High replay value

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2016 Season Opening – Rhythm Dance Challenge

For the opening of the racing season, we developed a rhythm-based game where players followed on-screen prompts and danced alongside animated characters.

The experience was designed to capture the excitement and energy of a new season through movement, timing, and participation.

Design Focus

• Rhythm-based interaction
• Character-driven animation
• Energetic visual feedback
• Celebration of season launch

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HKIR 2017 – Flag Collection Flight Game

For the following year’s international racing festival, we created a simple flight game where players navigated an aircraft to collect national flags.

The gameplay reinforced the global nature of the event while providing a clear objective and intuitive interaction model.

Design Focus

• Goal-oriented gameplay
• International event storytelling
• Simple controls with broad accessibility
• Interactive exploration

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Outcome

The series demonstrates how gamification can be used to transform event promotion into engaging digital experiences.

By combining storytelling, interaction design, visual communication, and development, each campaign encouraged users to actively engage with event content rather than passively consume it.

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Key Takeaway

This project highlights my ability to work across concept, design, and implementation, translating campaign objectives into interactive experiences that balance engagement, usability, and brand communication.

It also demonstrates experience in designing for platform-specific ecosystems such as WeChat, where technical constraints and user behaviour significantly influence the final experience.