Our Approach

We created Odd Drops, a gamified, geolocation-based festival experience that turned the event into an interactive playground. Attendees discovered and collected virtual assets across the venue, each unlocking rewards.

This gamified mechanic encouraged exploration and repeat participation, while real-time rewards incentivised attendees to visit the Odd Tent. By combining gameplay with instant gratification, the campaign drove both engagement and brand interaction, reinforcing loyalty throughout the event.

At the same time, participation required opt-in and verification, enabling seamless first-party data capture through interaction.

How It Worked

The experience was delivered through a mobile-first, web-based journey, accessible via a simple scan with no app download required. Distributed across festival communication channels and on-site touchpoints, attendees could instantly join.

Participants explored the venue to discover geolocated virtual tokens, which were stored in a digital wallet and could be redeemed for rewards. This created a loop of discovery, collection and redemption that kept users engaged.

By combining gamification, geolocation and rewards, the campaign transformed festival interaction into a high-energy, data-driven experience while driving traffic to key brand areas.