Cherrypicks, Hong Kong Resort Co. Ltd. - Discovery Bay Funtastic Easter 2021 - AR Easter Egg Hunt

Company Name: Cherrypicks, Hong Kong Resort Co. Ltd.

Project Name: Discovery Bay Funtastic Easter 2021 - AR Easter Egg Hunt

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Project Summary

Cherrypicks created a website and an AR game for Discovery Bay Funtastic Easter 2021. The Easter egg hunt is an annual event for Discovery Bay, attracting both local residents and non-DB residential families. However, due to COVID-19, and keeping everyone’s health concerns the top priority, the usual physical egg hunt practice on the beach was impossible. Cherrypicks developed an AR game for participants to enjoy hunting virtual AR Easter Eggs from their own personal mobile phone, and by catching different types of eggs, participants can redeem gifts or coupons from participating merchants. There was a golden egg representing the grand prize worth HK$4,000, and other coloured eggs representing other gift tiers, arranged in different places around the game area. The website was launched in Mar 2021, generating buzz among the public to visit the website prior to Easter weekend to see the full event details, and linked to KLOOK for ticket purchasing. Participants only needed to register with a QR code on site, and start hunting with their browser camera on, and they will be able to see the eggs floating in the air around them. An on-site showcase video has been filmed and uploaded to Youtube, linkedin and the company website, and reaching to more potential clients and users through social media.

Background

Avoiding physical interactions and maintaining social distancing has been stressed by all health organizations during COVID-19, making it impossible to hold the annual Discovery Bay Easter Egg Hunt on the beach for children to scavenge for Easter eggs. AR is a solution that can be used to maintain the marketing vibes as well as uphold the health concerns. Cherrypicks’ team worked hard with Discovery Bay’s team to come up with an appropriate AR game that can be fun, adheres with social distancing measures all while sticking to the tradition of Discovery Bay’s annual Easter Egg Hunt. However, the campaign period was short and limited people can experience the treasure hunt game, therefore on-site video has been shot to extend the vibe on social media.

Objective

Discovery Bay Funtastic Easter 2021 attracted families with children staying in Hong Kong for Easter holidays to visit Discovery Bay during Easter weekend, while at the same time promoting the retailers at the area by offering rewards that can be won during the AR Easter Egg Hunt. They enticed families and kids with a fun AR Easter Egg Hunt to visit Discovery Bay and through their enjoyable experience, prolong their stay into a full weekend staycation. Their efforts resulted in a total of over 2k people joining the game and over 20k pieces of gifts were given away as prizes. In order to extend the noise of the campaign, and to fully showcase the location-based AR effects of the campaign, a showcase video was taken during the campaign period at the venue. Other than showing the campaign logic and procedures, the fun and excitement from users are the objective of the campaign, which is also captured in the video.

Execution

Since the campaign is a location-based webAR game, the users and videographer were required to be at the campaign venue to take the video. Our team observed at the venue for some time, and invited 2 families to participate in the video shooting. However, since our participants were mainly the kids, with full consent from their parents, it was our challenge to stick to the kids who are full of energy and trying to hunt every AR egg at every corner of Discovery Bay. It was a difficult to ask a kid to play the game step-by-step slowly, so we need to act very fast to follow their steps and take the shots. 

We have built a responsive website for the campaign and used ARwiz’s GamAR engine to design the AR Easter Egg Hunt game for Discovery Bay. Users can access the game by scanning QR codes on site, and by completing a simple online registration process and enabling camera access, users can start playing the AR game through browser, no additional app download is required. Then the users just needed to follow the step by step guide to start camera view, and they will be able to see the AR Easter eggs around the area. Once they tap on the egg, it will be “caught” and will be saved to the users’ virtual basket to redeem gifts.

Result

During Easter weekend, it can be seen that many families really enjoyed Discovery Bay Funtastic Easter 2021 and the AR Easter Egg Hunt game with kids holding their mobile phones up and scanning around hunting for AR eggs and parents helping them and running around from here to there dying from laughter. It truly was a win-win for Discovery Bay and families looking for things to do during Easter holidays. A total of over 2k people joined the game and over 20k pieces of gifts were given away. 

The video has been published in the company website and Youtube channel, though the number of views are not significant when compared to viral Youtube videos, it has attracted some potential clients who wish to gamify their campaign with AR elements to discuss with our team. Bringing business opportunities are the best results for the team.