|Concept||hasan & partners|
During three weeks this fall, Finnish hypermarket chain K-Citymarket launched an augmented fishing competition in stores nationwide. The campaign was done in webAR, browser-based augmented reality, making it the first commercial webAR campaign of it’s kind in Finland.
To win participants scanned a QR code that ignited the phone’s web browser, where a floor mat was scanned, and out popped an animated sea. Each participant got to throw their fishnet into the sea, where it could be drawn out after 12 hours, or the next day. If the net produced fish, a prize could be claimed at the register or 1€ could be donated by K-Citymarket to the John Nurminen foundation for the protection of the Baltic Sea.
By gamifying something as simple as a trip to the supermarket, K-Citymarket succeeded in drawing customers back as well as raising awareness for an important cause.
Hasan & partners first initiated the concept, the fish characters developed by Brink Helsinki and the AR and AR web-browser ignition by Arilyn.