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CASE STUDY

Traffik

M&M'S Take Home The Fun

Virtual Piñat-AR Brand Activation for Australia's Favourite Snack

An App Preview of Owls and Vowels, a Game Development by Sydney based studio Chaos Theory Games
In collaboration with Traffik, we designed an immersive and cutting-edge brand activation for our favourite milk chocolate snack.

Combining our augmented reality and mobile development expertise (and love for chocolate), we created M&M's Take Home the Fun: an entertaining AR game where you whack the virtual piñata for a chance to win prizes.
3 Screenshots from M&Ms Take Home the Fun App, an AR Pinata Game. Includes the Home Screen, Gameplay Screen and Score Screen

We were presented with

The Challenge

To increase overall confectionery sales and promote brand engagement through an interactive, digital experience.

That became

The Solution

Cutting-edge AR

Using innovative technology to bring this fun concept to life, this AR experience an integration of live video and VFX.

We used marker-based AR frameworks (??) to create a virtual piñata and bat, with audio and haptic feedback in every swing.

An image of someone playing Owls and Vowels, a game developed by Sydney based studio Chaos Theory Games
A Screen of Owls and Vowels, a game developed by Sydney based studio Chaos Theory Games

Memorable Brand Experience

The aim was to create an on-brand activation that excited and captivated current and new customers.

Bringing a globally recognisable brand to life in AR 

Tons of Winners and Prizes

The game motivated players through leader boards and influenced their purchases with the opportunity to win $20,000 worth of incredible, electronic prizes.

Eager customers would purchase a specially marked pack of M&Ms and download the App for their chance to win big.
An image of a woman playing Owls and Vowels, a Game developed by Sydney based studio Chaos Theory Games

Which led to

The Results

12k Sessions

Highly engaged players across the App Store and Google Play Store.
An image of reviews that the game Owls and Vowels has received on the app store
An image of Owls and Vowels on the app store

Massive Hit

Record breaking 49,000 Pinatas Broken and 521,000 Pinata Hits.

Chocolate Overload

6,600 Barcodes redeemed from a wide range of M&M's products.
A graph showing Owls and Vowels average session length
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