Mother Dairy Forays Into Gaming With First Ever Augmented Reality Experience
Problem statement
Mother Dairy has a series of milk-based products such as yoghurt, lassi, milkshake, dahi and more, which are summer essentials.
With the summer season here, it was the perfect time for the brand to reach out to its consumers in its key markets of Delhi-NCR and Mumbai.
The brand wanted to build awareness and engagement amongst its core audience with their #DelightfulSummer campaign showcasing the range of Mother Dairy Fresh Delights products.
Plan of execution
The brand forayed into its first AR experience through gaming. This association was conceptualized by Wavemaker India in association with Xtendr Technologies.
We divided the AR experiences with in two parts:
- Building Awareness- The first AR experience was an interactive idea wherein the users were urged to collect the hot air balloons with Mother Dairy products and avoid the other objects while moving around in their real-time environment. To make the users aware about the Fresh Delights range, once the user clicked the Mother Dairy products balloon during the gameplay, a brief description of the product was given to the user. Once all six products were collected by the user, we had two call to action options- users could share the experience with friends and family or could go to the Big Basket page where the range of products were available for purchase.
- Building Engagement- The second AR experience created was gamification wherein the users were asked to collect the Mother Dairy products from the UFO which was controlled by a joystick. With sixty seconds on the clock, we urged users to score high by collecting the Mother Dairy products and avoiding the asteroids (there was negative marking on catching the asteriods). The users could submit the scores to the leaderboard along with their contact information. The winners were gratified for their position on the leaderboard.
Execution
The first ever AR experience was Mother Dairy was promoted via 2 mediums-
- It was pushed on social media platforms that cater the most to the brands target group
- The experience was also promoted by marrying print and digital. The QR codes of the experience were placed in the print ads for this campaign
Game Links-
Experience 1- https://server.xtendr.co/motherdairyfreshdelights/
Experience 2- https://server.xtendr.co/motherdairyfreshdelights/AR2/?utm_source=ShareAR2
Phase 1-
Phase 2-
Results
Riding on gaming as the key content bucket which helped in build association and interaction amongst our target group.
The brand attained over forty thousand gameplays with an average interaction time of one minute plus.