Chobani Trick or Treat AR Experience
Harnessing AR for Halloween Fun
Our project introduced seasonal Halloween-themed yogurt 4-packs by transforming their packaging into a virtual trick-or-treat platform, using the power of AR (augmented reality).
The Packaging
Each package featured reimagined artwork showcasing hand-illustrated Halloween monsters, adding a touch of enchantment to the popular yogurt line. Strategically designed into the packaging was a QR code and call to action for fans to “trick or treat” with their yogurt. The goal was to drive sales through fun and the joy of Halloween, with a long-term view of creating a seasonal AR platform tied to the packaging.
Crafting the Experience
An immersive AR experience was created to engage fans, bringing the Halloween packaging to life in 3D, offering users a unique and interactive Trick or Treat experience.
The Challenge
Design a simple, yet engaging AR experience that’s fun and easy enough for the whole family. We crafted an exciting experience centered around the concept of trick-or-treating. Yogurt ingredients served as "treats" hidden behind doors, while the package illustrations came to life as playful "tricksters."
Play
Users scanned the QR code right on the pack to launch the experience, placing AR doors in various locations, from tabletop setups to life-sized gateways. In the experience, people were presented with three doors: one hiding a "treat" (yogurt ingredients) and two concealing "tricks" based on the package illustrations of Halloween monsters. The doors shuffled to add intrigue, increasing in speed with each round. Users tapped on a door to reveal either a treat (earning them a point) or a trick, where animated monsters playfully teased them. The experience lasted for 60 seconds, challenging users to find as many treats as possible.
Delightful Surprises
Upon completing the experience, users received an unexpected moment to AR selfie, transforming them into a monster from the experience, adding a fun and personalized touch. They were also rewarded with unique treats, including digital rewards like coloring books, customizable masks, and limited-edition mobile desktops, as well as real-life treats like keychains, tote bags, and mini refrigerators.
Creative Technology
We harnessed AR technology provided by 8th Wall, enabling a markerless AR experience accessible through the web browser. The experience used Web GL, providing accessibility to everyone without having to download an app. PlayCanva, a web-based game engine, expedited development time and handled mechanics. A custom pipeline was developed, involving the recreation of 2D illustrations and their translation into 3D elements, animated without losing their original style. Image sequences were seamlessly integrated into the Web GL-based interface, with a layer of gamification designed using simple mechanics to keep users engaged.
Results
The final product was a delightful and intuitive experience that celebrated the joy of trick-or-treating, appealing to Halloween enthusiasts of all ages. It brought the Halloween-themed packaging to life in a surprising and entertaining way. The average session duration was 2 minutes and 14 seconds, double the average for traditional AR experiences. We reached 74,000 users, with 49,000 unique emails and 13,000 opt-ins.
Conclusion
Our project successfully transformed Halloween-themed packaging into an engaging AR experience that captured the spirit of Halloween. It showcased a commitment to innovative and interactive marketing while delivering a memorable and immersive Halloween experience.