Our Approach

We designed a gamified, geolocation-based retail activation that turned a live shopping environment into an interactive game. Across two high-footfall mall locations, participants collected geo-locked virtual assets, encouraging movement between spaces and deeper engagement with the campaign.

To drive continued participation, we introduced a loyalty mechanic where users had to collect assets across both locations to unlock the grand prize. This progression system, supported by a digital wallet and progress tracking, incentivised repeat interaction and kept participants engaged throughout the experience.

How It Worked

The experience was delivered through a web-based mobile journey, accessible via QR code and requiring no app download. Once registered, participants entered a gamified experience where they explored the retail environment, discovered geolocated assets and unlocked rewards.

As users moved between locations, their progress was tracked in real time, creating a sense of progression and achievement. Smaller rewards were unlocked along the way, while completing the full journey gave participants the chance to win a major prize.

By combining gamification, geolocation and real-world incentives, the campaign turned passive mall visitors into active participants, while capturing high-quality first-party data for future marketing and loyalty initiatives.