



CHALLENGE
SOLUTION
We found a US-based claw machine manufacturer and worked with them to update the firmware for our experiment. We then connected a Raspberry Pi to control the i/o of the claw itself. With several types of prizes, we needed the ability to distinguish and associate prizes with users. So we built a ramp to guide won prizes towards a prize gate with an RFID scanner connected to an Arduino which was also connected to our Raspberry Pi. If a prize ever failed to scan, the gate would kick the prize ball backwards up the ramp every five seconds until it scanned.
We used dual 4K GoPros to stream the feed of the machine to Twitch, where users could use chat to control the machine, casting votes on which way the claw should move with each turn. Twitch gaming influencers rallied users together on their streams, organizing moves and actually succeeding together.

Live at E3 with Steve Aoki & Wiz Khalifa
As E3 drew near, Doritos’ agency, TMA, approached us to reimagine our virtual games as physical machines in two separate forms to support the massive Doritos presence at the conference, hosting performances from Steve Aoki, Wiz Khalifa, Big Boi and others.
We began by rescaling our games to live on a 45-foot LED screen, complemented by a six-foot joystick and giant functional buttons fabricated by partners Union Digital, and running on our code—all amounting to the world’s largest arcade cabinet, floating above a 60-foot stage where the musicians were performing.



RESULTS
WHAT WE DELIVERED
- 8-Week-Long Promotion
- 325k Unique Website Sessions
- 3.5 Million Page Views
- Average Time Spent: 6 Minutes
- 39,166 Registered Users