Teemu Paakkunainen · MSc (Econ.) · Kaarina, FinlandA marketer who ships ideas to production.

The brief

A moonlight climbing event on 26 September 2026 needed a campaign that ties together the chain's four parks. Instead of just an ad, we built a game: each park has its own level, the leaderboard is public and the best players win tickets. The winner chooses the park.

What I did

• Defined the concept, the character of each level, the difficulty and the prize mechanics.
• Led AI-assisted development with two assistants and brought their work together.
• Tested on real devices and tracked down bugs, such as touch controls that released when a finger slid over the edge of a button.
• Set up the database, deployed the game to the server and published two language versions in WordPress.
• Designed the ad creative in Photoshop and set up the campaign in Meta.

After launch

• The first days with real players showed what automated tests cannot. I moved score submission and instructions to their own screens, which removed scrolling from all 40 measured screen sizes.
• The leaderboard now shows only the best score per nickname, and the same run cannot be submitted twice.
• Ähtäri was added as a fourth prize park because it holds its own event on a different date. The database check constraint was extended before release.

The brief

Every adventure park visitor accepts the safety rules before going on the courses. This used to be done on paper at the till. The goal was a form that can be filled in on a phone at home or from a QR code in the park, across four parks and three languages.

What I did

• Led the development of park and language specific forms for Turku, Tampere, Ähtäri and Vierumäki in Finnish, English and Swedish.
• The form validates ages and required consents before submission: one adult and up to four minors at once.
• A confirmation screen is shown at the till, and every submission is stored in WordPress and sent to the park's own email.
• The cause of failed submissions was found: reCAPTCHA v3 scored real customers as low as 0.00. The protection was removed and submissions started working.

The marketing angle

• Language specific thank-you pages trigger custom conversions in Meta Ads.
• People who filled in the form are excluded from retargeting, so the budget goes to those still deciding.
• Finding: group booking ads were optimising for the safety form conversion. Every campaign needs a conversion that matches its own goal.

Starting point

The old 2022 Elementor site worked but did not sell. The look did not match the price level, availability was not visible and every enquiry went through email.

What I did

• Merged six subpages into one page that carries the whole story and the booking flow.
• Built a calendar that reads the owner's phone calendar. The server extracts only the dates from the feed, so guest names never leave the server.
• Every booking request is logged before sending, so nothing is lost even if email fails. Spam protection uses a honeypot field and a timing check, no CAPTCHA.
• The price list detects the current season from the date and ski holiday weeks from the week number.
• Finnish and English at their own URLs, structured data as a lodging business and HTTPS enforced.

Core idea

For fixed broadband there is no product list until the address is known. So the journey starts with an availability check, and the address shapes everything after it: products, price, recommended equipment and whether an installation visit is needed.

Key solutions

• The cart separates monthly and one-off fees and shows the total contract value, the number worth tracking in sales and CRM.
• Checkout verifies that the order will work. Suggesting a missing router is not upselling, it is a prevented support call.
• Every recommendation logs whether it was shown, accepted or skipped. A rule that everyone skips should be removed.
• Existing customers see upgrades as a price difference, and the order goes to CRM as a contract change, not a new customer.
• A technical view shows what data the journey produces and where it would go.