How did we handle the design challenges for a digital project that aims to get more tourists to come and visit attractions in the rural mid-northern inlands of Sweden? One of the ideas eventually ended up involving a talking moose that guides children and families traveling by car through the area. How do you go about designing gamification features that work with a moose? The moose occasionally challenges them for a quick "car game” or to go visit places where they can participate in on site game challenges and explore new things. Apart from the moose, Gamification played a major role in driving behavior through collecting games, evolving your moose avatar friend and having new experiences checked off while getting clear and fun feedback on your progress. The interaction through voice input/output with fun quirky facts and geo positioning to unlock new challenges on site, has a great potential to meet the goals of the project while also - hopefully - create a buzz in media and help market the experiences in the area.

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