ODD Company - Heineken
Capturing Festivalgoers with AR
Odd Company, wanted to grow its consumer database while building brand equity in the buzzing environment of music festivals. The goal was to break through the noise, engage a young, energetic audience, and leave a lasting impression—with real value and real data capture.
We created ODD Drops, a mobile-first AR experience deployed across major music festivals. Using a WebAR platform, attendees scanned to unlock floating Odd Company cans in Augmented Reality. Each virtual can held instant-win prizes—from branded merch to cold, fizzy drinks.
Key features:
Interactive AR gameplay: Users collected VATs (Virtual Asset Tokens) hidden across the event site.
Prize mechanic: VATs could be redeemed immediately or saved in the user’s wallet for later.
Festival-exclusive experience: Real-time redemption drove immediate footfall to the Odd Tent.
CRM enrichment: Entry required age verification and data opt-in, seamlessly building a valuable consumer database.
1,325 festivalgoers registered—13% of total attendees.
53% of landing page visitors converted to registered players.
Over 2,000 VATs dropped, with 630 prizes collected.
50% of players redeemed a reward on-site.
Campaign boosted data capture and drove crowd traffic directly to Odd Company’s presence at the event.
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