About This Case Study
This is an editorial analysis by Code Crush of a publicly-published case study by Marvy Co. The campaign was produced by Marvy Co. for Dutch Lady (Cô Gái Hà Lan, a FrieslandCampina brand) — not by Code Crush. We're examining it because the campaign quietly executes one of the strongest collect-to-win mechanics in the round-up. Quotes attributed; links to the original.
What Marvy Co. Built
Marvy Co. describes the campaign on the source article:
With a Dutch Farm theme, the game elements are designed and the scenes simulated with familiar imagery like windmills, tulip flowers, and so on. The graphics also bring extra interest: each level changes the running track along with the appearance of obstacles that raise the challenge. Point items appear at random throughout each round for players to harvest. Importantly, hidden inside each round are two pieces of the gold logo — collect all eight pieces to earn a complete gold Dutch Lady logo. (Marvy Co., translated)
Project page: Dutch Lady "Ngại Gì Thử Thách" by Marvy Co..
Most reward games hand the player a single, final prize. This campaign layers two mechanics:
This is the Where's Wally mechanic applied to a casual runner. The hidden objects raise the perceived value of every individual round — players who already have six fragments will run two more rounds they wouldn't otherwise. It's the same mechanic that has powered McDonald's Monopoly for 35+ years, applied at the web-game scale.
What Marketers Should Take Away
How Code Crush Would Build a Similar Activation
Code Crush's skill-based game formats (Doodle Jump, Flappy Bird, Dragon Strike) support hidden-collectible logic out of the box. The Design Studio lets you upload custom collectibles, set rarity and per-round drop rates, and reward players who complete the set with a unique unlock — exactly the mechanic powering Dutch Lady's gold-logo loop.
@youtube[TBD|Marvy Co. — Dutch Lady "Ngại Gì Thử Thách" web game]
Source: Marvy Co., "10 Ý Tưởng Triển Khai Chiến Dịch Marketing Gamification và AR", marvyco.com. The Dutch Farm theme, the two-fragments-per-round mechanic, the eight-piece completion, and the Dutch Lady partnership are attributed to Marvy Co.'s public write-up.
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