Britvic enlists Zappar for The Robinsons Big Fruit Hunt experience
Britvic has launched The Robinsons Big Fruit Hunt, an augmented reality activation designed to get parents and kids outdoors and hunting for virtual fruit hidden across Great Britain.
This is a geo-location-based digital treasure hunt that works through a smartphone browser (no need to download an app) and offers thousands of prizes to the best virtual fruit hunters.
Leonie Doyle, Marketing Director at Britvic, comments: “From our consumer research, we found that our customers loved the idea of getting together as a family and being outside around an activity they could all enjoy.”
“A digital treasure hunt was seen as a fun way to bring everyone together and explore their local green spaces in a way they perhaps hadn’t done before.”
“It’s been a hugely ambitious project bringing together all our partners to take the message right through from product packaging, PoS, print and even green spaces with AR. It’s great to see it out there and families already enjoying the fun.”
People need to purchase a participating bottle of Robinsons over the summer months, scan the QR code on the label and enter their details including a unique code printed on the label itself to start their hunt.
Using WebAR delivered by Zappar, families can find virtual fruit placed in parks and other public green spaces located near them.
Find four fruit and they could win a prize ranging from reusable branded Robinsons water bottles, family activity packs, money off vouchers and more with retail promotions at Tesco’s, Sainsbury’s and Asda.
As an added bonus and in participation with Tesco, there’s also the option to find a Golden Strawberry in the game to win special activity days out. There are also some fruity face filters to take and share with friends and family.
Doyle comments: “It’s great to see the trend towards using recyclable and sustainable water bottles for days out with the family. We wanted to inject a bit of colour into that and encourage people to flavour their fun-packed family experiences with Robinsons this summer.”
Caspar Thykier, CEO and Co-founder at Zappar, adds: “Creating a national geo-location-based augmented reality game in WebAR for green public spaces ironically is no walk in the park!.”
But working closely with Robinsons and their partner agencies we were able to create something special for all the family. We all love treasure hunts and it’s great to get people off the couch and exploring their local green spaces.”
“Making that connection from product packaging to park and bringing the Robinsons brand to life in an immersive and interactive way is something that only AR can uniquely deliver.”
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