El Duende
A social treasure hunt where riddles in stories become automated DMs and collectible medals.
- UX/UI Designer
- 2024
- Launched
- Campaign mechanic · Conversational flow · Collectible system · Social art direction
A phygital hunt that lives inside a DM
El Duende ran entirely through a brand’s social account. The character loses three sacred relics; the audience recovers them by answering riddles posted in stories, and each correct answer arrives back as a direct message with a digital medal attached. More relics recovered, more entries in a prize draw.
The interesting part is not the campaign. It is that a conversational layer, a collectible system and a prize mechanic had to feel like one product while living across three surfaces that were never designed to work together.
- Story riddlepublic prompt
- Replyin the story
- Automated DMManyChat
- Digital medalone per relic
- Prize entries1 · 3 · 6 chances
The mechanic had to fit in four slides
Nobody reads terms and conditions in a story. So the rules became the content.
The announcement carousel carries the entire mechanic: what was lost, what the three relics are, how to participate, and exactly how many prize entries each relic is worth. Every subsequent story could then be short, because the rulebook already existed one tap away.
One medal per relic recovered
What this mini-case shows
If your product has more rules than screens, we should talk.