To promote the Vodafone LG Optimus Windows 7 phone with a 5-megapixel camera, Jung von Matt/Alster built a deceptively simple challenge: find the “winning” pixels inside a picture made of five million clickable pixels.
The premise is literal. One giant image is broken into a massive pixel field. A small set of those pixels are winners, and each winning pixel unlocks a prize, a new LG Optimus Windows 7 phone.
In handset launches, interactive “single mechanic” experiences can outperform heavier builds because the payoff is immediate and the learning curve is close to zero.
A camera spec turned into a game mechanic
Most 5MP messaging ends up as lifestyle photography claims. This flips it into a rule: five million pixels. Go hunt them. That move makes the spec tangible, even if you never take a photo.
It also reframes the product story from “better camera” to “better challenge.” The camera claim becomes the architecture of the experience.
Why the pixel hunt pulls people in
Three forces do the work:
- Micro-actions: every click feels like progress, even when nothing happens.
- Lottery logic: anyone can win, which keeps effort rational in small bursts.
- Social proof: the more people play, the more the hunt feels “worth trying.”
This is the kind of engagement design that scales without extra features. It is not a platform. It is a loop you can explain in one sentence.
Reported outcomes, and the real takeaway
The campaign is reported to have driven hundreds of thousands of visitors and to have had the full pixel field “clicked out” within weeks. Whether or not you track the exact numbers, the lesson holds: a single, repeatable micro-action can create massive aggregate participation when the reward is clear and the friction is low.
What to steal for your next activation
- Translate a spec into an experience rule, not a headline.
- Use one action that is impossible to misunderstand, here it is “click to search.”
- Make progress feel constant, even when outcomes are rare.
- Keep the story retellable, “there were prizes hidden in five million pixels.”
A few fast answers before you act
What is a “pixel hunt” campaign?
An interactive image where users click through a dense pixel field to uncover hidden winning spots that unlock prizes.
Why does tying the hunt to “five million pixels” matter?
It turns a product attribute into the core mechanic. The spec becomes something you do, not something you are told.
What makes this kind of engagement scale?
Low friction plus high repeatability. People can participate in seconds, stop, and return without needing to relearn anything.
What is the biggest risk with this mechanic?
Fatigue. If the reward feels too remote, people churn. The prize framing and perceived odds must stay motivating.
How do you measure success beyond page views?
Unique participants, average clicks per session, return rate, and the conversion from participation into newsletter opt-ins, store visits, or qualified leads, depending on your objective.
