Augmented Reality Festival Marketing: Odd Company

Augmented Reality festival marketing: ODD company

Odd Company wanted to stand out in the fast-paced environment of music festivals. Their goal was twofold: capture valuable consumer data and create a memorable brand experience that resonated with a young, energetic audience. Traditional activations often get lost in the noise of large-scale events, so Odd Company turned to augmented reality festival marketing as a way to cut through the clutter and engage attendees in a new, interactive way.

Odd Company AR Drops sign-in screen asking users to enter their email to register or log in.

Odd Company AR map with icons showing where virtual cans are hidden across the festival

Festival attendees using AR to collect a floating Odd Company can through their phone camera.

Odd Company AR wallet showing collected cans stored for later redemption.

Odd Company AR prize screen showing a win of a Fast Lane Bar Pass.

The Approach:

We designed Odd Drops, a mobile-first, Web-based AR platform that blended gamification, instant rewards, and first-party data capture. Attendees simply scanned their phones to unlock floating Odd Company cans in Augmented Reality. Each virtual can acted as a token, stored in the player’s digital wallet, and could be redeemed immediately or saved for later.

Key features included:

Interactive AR gameplay: Players collected Virtual Asset Tokens (VATs) hidden across the event site.
Prize mechanic: Each VAT could be redeemed instantly for Odd Company merch or cold drinks—or saved for later in a digital wallet.
Festival exclusivity: Real-time redemption encouraged foot traffic to the Odd Tent.
CRM enrichment: Participation required age verification and opt-in, fueling first-party data collection through AR.

The Results

The campaign delivered strong results across both engagement and data capture:

1,325 festivalgoers registered
53% of landing page visitors converted into registered players.
Over 2,000 VATs dropped with 630 prizes redeemed.
50% of players collected rewards on-site, driving immediate engagement at the Odd Tent.

This augmented reality festival marketing campaign not only entertained but also transformed Odd Company’s presence at music festivals into a data-rich, high-energy brand experience.