Project DescriptionReading Time: 3 minutes
Insight Marketing Challenge
Yum! Brand Restaurants is a Fortune 500 company that includes Pizza Hut, Taco Bell and KFC franchised restaurants worldwide. Yum! Brands is a global leader in innovation in this sector, yet marketing managers needed:
A stronger understanding of how to design and launch new products.
Problem-solving to decide what actions to take, based on stakeholder and consumer feedback.
Practice launching products in a real-world environment.
Yum! Brands is driven by innovation, so Digitec proposed an immersive learning simulation game that allows players to follow the process to innovate and launch new product ideas:
Players choose ideas based on conducting market and consumer research.
Using real-world data, Digitec created avatars that provide realistic and contextual feedback from consumers and stakeholders, based on the player’s choices and questions.
To practice decision-making, each action costs time, which could cost the player the game, if they can’t launch the best possible product before their competitor.
The game has been extremely successful. 96% Agree or Strongly Agree that they had learned new knowledge and skills, and 96% would recommend this course to others.
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