How NBC Universal used AR to promote the launch of the new Jurassic World film
December 2022
KING'S HAWAIIAN® and Kona Brewing Co.®
November 2022
How KING'S HAWAIIAN® and Kona Brewing Co.® used AR to increase product awareness
KING’S HAWAIIAN, a Los Angeles-based family-owned and operated bakery and Kona Brewing Hawaii, a brewery in Kailua-Kona on Hawaii’s Big Island, approached Zappar Creative Studio to create an AR experience based on the results of the 2021 King's Hawaiian summer sweep experience.
Expertise
Concepting, Strategy, Production, Design, Creative, Technology, Optimisation
Deliverables
Development, 3D modelling, UI/UX flow, Hosting, Analytics dashboard, QA testing
Deployment Method
WebAR, QR Code, Enhanced Distribution
The brief
Built to help customers navigate to their respective products and drive increased product sales. King's Hawaiian wanted to build on the success with the summer 2022 experience which aimed to encourage consumers to ‘taste the aloha’ with King’s Hawaiian Bread and Kona.
As with the first campaign, the primary objective was to increase consumer engagement and awareness of King’s Hawaiian and Kona products and ultimately drive sales. So we took the learnings from the previous campaign and made a series of improvements to increase consumer engagement.
Help customers
Help customers find their respective products in store
Increase sales
Drive increased product sales
AR solution
The KING’S HAWAIIAN and Kona Brewing Co. - Say Aloha Summer Sweeps 2022 experience aimed to reach as many customers as possible this was achieved by giving the experience the ability to be activated both in-store and at-home.
The in-store experience can be launched from the CTAs placed on a variety of POS material around the King's Hawaiian and Kona locations in store, whilst the at-home experience is launched via a QR code placed on the packaging and product hangers.
King's Hawaiian® wanted to leverage the 3D island asset from the summer 2021 campaign with a new feel and look modifications, including switching out Guy Fieri and partnering with the Kona branding.
The Island Paradise
The 2D representation of the 3D island acted as the puzzle, with 6 x areas/puzzle pieces each of which linked to the different activations. Users must play to unlock all 6 areas of the island, in an effort to win awesome prizes and sweeps entries.
The island also had added Hotspots to promote the ‘ultimate Hawaiian bucket list vacation’ with clear signage for the Grand Prize. Customers also had the opportunity to win extra sweep entries by finding Sam Sam and got the chance to name their island.
The Avatar Creator
The Creative Studio team worked with King's Hawaiian to create an avatar creator option, utilising the full toolkit with the AvatarSDK, a hybrid of a Zapworks Studio build and Zapworks Universal SDK for Unity.
With the Avatar creator, customers can take photos of themselves to create their own personalized avatar, then swipe between 4 different models. Once created, customers can snap a picture with their Aloha avatar to share on socials. The team also created the pineapple bowling game which utilised the customer’s avatar for a personalised experience.
Dance Dance Revolution
A completely new addition to this experience and what set it apart from the 2021 experience was the Dance Dance Revolution style game, with a 3D starfish character that was created by the Zappar Creative Studio team using Zapworks Studio. This adds an exciting competitive and gamification element to the experience with users timing their taps to the music to score points. Customers would place a beach scene in the thier camera view and watch as the starfish dances in front of them.
Project Outcomes
The experience has seen high levels of engagement, with the games and avatar creator popular with customers. Zappar’s AR solution is continuing to boost engagement and assist customers in finding the right products in-stores across the US. The experience has also proven to be very flexible and has continued future applications for King's Hawaiian.
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