Are You a Prima Donna?
Interactive Website
THE OBJECTIVE
Give the devoted Phantom of the Opera fanbase an interactive experience that steers them toward Erin A. Craig's new novel, Our Strange Duet, a reimagining of Andrew Lloyd Webber’s original masterpiece.
The brief included a few key tasks:
- Bring the magic of the Opéra Populaire into the creative
- Make every experience feel unique while working within a set of predefined questions and results
- Create a shareable moment that pairs each fate with a Spotify playlist fans can take with them
- Use the experience as an opportunity for fans new and old to join Andrew Lloyd Webber’s Box Five Club
OUR APPROACH
A quiz that feels like the Hogwarts Sorting Hat, not a “which character are you” picker.
Three things made that work: a large question bank with a small session window, controlled randomization that validated fairness before serving, and weighted trait-led scoring that built a personality profile rather than mapping answers directly to characters.
The result was Are You A Prima Donna?, an eight-question quiz written by Erin A. Craig herself, with five possible fates, and one big reveal.
Welcome to the Opéra Populaire
The experience plays like a show...
Our Strange Duet reimagines Phantom through Christine Daaé's eyes as she rises to fame at the Opéra Populaire. So we invited fans to find their own place in the story.
Each answer pushes the camera past the curtains and deeper into the opera house, while the chandelier slowly fades into view.
The answers are part of the set, too:
- Rose bullets for quick choices
- Ornate frames and illustrated arch carousels
- A rose-handled slider for agreement questions
Even the progress bar plays along, progressively spelling out a familiar easter egg for any fans who read music.
Setting the Stage
Everything from the swaying curtains to the dynamic music staff is animated in Rive, keeping the production rich but nimble.
We split the show between two engines;
- Webflow runs the quiz site, holds all of the question & answer data, and remains configurable via the standard Webflow interface
- Rive runs the scenery: the curtain reveal, the camera push, the chandelier and every note on the progress bar
Using a custom testing harness and new agentic tooling, we made rapid iterations to the art, animations, and site flow to maintain creative momentum on a tight timeline. Separate desktop and mobile artboards keep each scene composed for its screen.
A Part for Every Player
Behind the curtain, we made every result feel earned.
A weighted bank serves eight questions per play. 10,000 simulated plays made sure no fate wins by default.
The reveal casts each fan in one of five roles, each with its own illustrated card, curated Spotify playlist, and shareable page for friends.
An optional email step before the reveal welcomes fans into the Box Five Club, followed by a results email written for their archetype.
The Result
By turning a book launch into a night at the opera, Are You A Prima Donna? gave fans a reason to step into the story before turning the first page. The site launched one week ahead of the novel's September 1st debut as the centerpiece of LWE's release campaign, with a dedicated email, social posts, and a launch reel.
On Day One...
- 12,000+ players with a 78% completion rate
- 3,600+ signups to Box Five Club's email list
- 1,500+ saves of the custom Spotify playlists