The game uses the WebGL JavaScript API, which allows the game to run in full 3D on all browsers and devices without plugins.
After the selection, users type a message they want to spell in the air and then run a short flight simulation. On the desktop, players control flight with the arrow keys, while tilting a phone or tablet controls the plane on the mobile version.
Skywriting message
In the game, users fly the plane on the designated runway to spell out the message, which can then be shared on Facebook, Twitter, LinkedIn, Google+, WhatsApp, Weibo, and via email.
The site on which the game is hosted is available in English, French, German, Italian, Russian, Japanese, Korean, Simplified Chinese, and Traditional Taiwanese. The variety of social networks for message sharing and languages ​​are a testament to IWC's efforts to reach a global audience.
In addition, users can choose to 'browse the pilot's watch collection' after the flight, which takes the user directly to the pilot's best replica watches page on IWC's eCommerce site.
The pilots' watches are recognizable by their large faces, allowing pilots to read displays quickly or at night. The large buttons and strap also make it easier for the watch to be handled when the wearer is wearing gloves and to be worn over flight suits and jackets.
IWC Skywriter
The Skywriter game is the latest element in IWC's # B_Original campaign aimed at the digital promotion of IWC's pilot Replica Watches. Gamification is, therefore, an effective tactic given IWC's focus on a digitally native, younger audience.
"With its classic, yet non-conformist look, the Pilot's fake watches collection has always been an attractive choice, especially for a younger and outgoing audience," said Mr. Moitroux. So our first goal was to create a cool tool for our existing fan base, and in making it fun to share, our second goal was, of course, to grow our fan base naturally. "
As proof of the campaign's success, IWC's video introducing the watches has been viewed nearly 3 million times. The hashtag #B_Original and shareable message will help the brand reach new audiences while continuing to promote the replica watches.
Playing games
Gamification is increasingly common at IWC Replica.
The brand mysteriously unveiled the 10th annual timepiece created for the Laureus Sport for Good Foundation.
Before the brand shared information about the watch with its social media audience, they were able to take a look at solving a digital puzzle. Giving some of the most avid fans the chance to preview the timepiece will help them feel more part of the inner circle of IWC.
Other watchmakers have also embraced links with aviation and incorporated them into their brand identity.
Swiss watchmaker Breitling recently celebrated its links with aviation with a brutal television commercial.
"Pit Stop" illustrates that its timepieces are "tools for professionals" by showing a pit crew performing touch-ups on a jet in the middle of a race. Forging this connection with speed racing also allowed Breitling to show off its precise timekeeping capabilities.
"IWC Skywriter is right at the heart of what sets us apart from our competitors," said Mr. Moitroux. "IWC wants to surprise and entertain in a cool, contemporary way." Replica Rolex Day-Date The Hottest Watches On Our Shop.