Define.
We collaborated with KFC to craft a one-of-a-kind Web AR fan experience that would keep cricket enthusiasts immersed in the action long after they left the stadium. The primary objective was to seamlessly blend the digital and physical realms, enabling fans to enjoy every thrilling moment of the matches while indulging in their favourite KFC meals and engaging in an interactive Augmented Reality (AR) game.
By delivering a game that could be accessed effortlessly on mobile devices, we aimed to enhance the overall fan experience without distracting them from the live cricket action, creating an innovative and immersive link between KFC and the game.
Design.
To bring this vision to life, we developed the Fry-Hard AR game, a Web AR experience accessible through any mobile device that was paired with exclusive meal deals to entice fans further. The game design offered a well-thought-out user journey, starting from a quick and easy registration, moving to the collection of virtual asset tokens (VATs) through AR engagement, and concluding with an exciting prize reveal.
This design wasn’t just about gameplay; it was crafted to foster social sharing, making it easy for fans to invite friends to join in on the fun. The experience was designed for maximum accessibility, encouraging fan interactions both on and off the field and driving engagement through a compelling and seamless Web AR journey.
Deliver.
The Fry-Hard AR game delivered a thrilling and unique AR experience, allowing fans to immerse themselves in collecting VATs, competing for prizes, and enjoying special KFC Delivery+ offers. The journey was intuitive and engaging, from clicking on a “magic link” received via email to the seamless redemption of online vouchers. Fans could navigate effortlessly between the AR game and prize collection, all while staying connected to the cricket action.
This smooth, integrated experience not only enhanced fan engagement with KFC but also redefined how audiences interact with brands during live sports events, leaving a memorable impact that resonated well beyond the matches themselves.
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