The announced Rivella promotion is a hit: the centrepiece of the current Rivella winter campaign is a mixed reality game in which users can virtually capture bottles and win prizes. The figures for the promotion speak for themselves - mixed reality is going down well.
At the centre of the current Rivella winter campaign 2021/2022 is the "Bottle hunt". This is the first time the drinks manufacturer has used a mixed reality-based game, as detailed in a press release. Around 30,000 users have already collected over one million virtual Rivella bottles since the campaign was launched in December.
In the map-based game, participants travel to over 8000 virtual interaction points throughout Switzerland. From railway stations to mountain peaks in ski resorts - they would hunt for virtual Rivella bottles everywhere. Among other things, they would capture Rivella bottles in augmented reality (AR) in mini-games. The lid of each bottle also contains a code that can be used to unlock a slot machine in AR. The aim is to fill a Harass every week and thus qualify for the weekly prizes. This would also give them a valuable chance of winning the main prize, a chalet for a whole season including ski passes.
Promotion draws
The players are currently collecting around 30,000 bottles per day, according to the statement. The aim of the campaign is to get people outside in the fresh air in winter. According to the company, this goal has been more than achieved. "On average, players spend 24 minutes in the app, which is sensational. Even we wouldn't have expected that," says Philip Eggenberger from Staay Interactive in the press release: "Rivella benefits directly from this as a brand, and in an appealing way.
The Swiss national drink can also be won as an instant prize - a sophisticated system allows prizes to be redeemed in partner restaurants directly via the app and the drink to be enjoyed on the spot.
The creative studio specialising in immersive marketing campaigns Staay Interactive won the pitch with its mixed reality approach, as the company explains. Isabel Nyffeler, Senior Live Marketing Manager at Rivella, commented: "We were won over by the interactions at the various touchpoints of Rivella's target group. And on the other hand, the extensive experience in mixed reality realisations." According to Staay, everything from the concept, visual appearance and game mechanics to the programming of the app and micropage was realised in-house. The winter campaign with the Rivella bottle hunt will run until the end of March.
Source: Personal
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