Find the Penguin Augmented Reality Game

Summary

First Descent Studio developed an augmented reality (AR) game for a cracker company, designed to entertain young consumers and enhance product packaging. The game, accessible via web-based AR, allowed users to view floating land masses in a 360-degree manner and spot the main character, a Penguin. This interactive experience aimed to engage users of all ages and extend the brand experience beyond the point of purchase.

The Ask

A fellow marketing agency wanted to re-imagine an existing campaign for a major food brand in a fun and innovative way that integrated a tech-based medium – web-based Augmented Reality. Since they didn’t have the experience or resources to produce it in-house, they turned to First Descent AR to partner with and provide a customized, white-label AR experience that would impress the end client.

The Challenge

With a strong campaign basis already under way, the challenge was to develop an AR experience that supported the already existing campaign with strong, foundational storytelling and simultaneously repurposed it in a new and innovative execution that would engage consumers. First Descent AR worked closely with the partnering agency to implement research and testing for the desired target audience and buyer-persona development.

The Solution

After initial research, First Descent AR's development team worked tirelessly to bring to life an augmented reality game that users of all ages could enjoy time and time again. First Descent AR used the existing product packaging as the vehicle to bring the technology experience directly into consumer’s homes.

The game needed to be simple enough to use, so that even the youngest customers could pick it up and enjoy. The result was a game that lets users view floating land masses around them in a 360-degree manner, introducing the main character – the “penguin” and other secondary characters. The goal of the game was to spot and select the penguin.

"Connected packaging is a great way to add value after the purchase, it can look like a game, or a tutorial or recommendations to other product."

Benefits

This experience added value to the end consumers by extending the brand experience beyond the point of purchase. In other words, consumers were able to engage with the product (and therefore the brand) in a positive way right from the comfort of their homes. Additionally, this initiative presented an increased opportunity to create loyal “brand ambassadors”. Satisfied consumers could socially share their fun experience via social media and Word of Mouth

Penguin AR Game - try now
Penguin AR Game - start game
Penguin AR Game - living room
Penguin AR Game - characters
Penguin AR Game - characters penguin
Find the Goldfish