Lunchables
Kraft Heinz, Publicis Groupe, Geenee, Roblox
2023
Lunchables Playables is an innovative cross-platform gaming program that enhances consumer engagement through digital and real-world interactions.
This six-month loyalty campaign allows kids to earn Lunch Points by participating in a Roblox experience and playing AR games via the gaming hub. The initiative includes producing five mini AR games and encouraging kids to scan QR codes on packaging to play and earn redeemable points in the Roblox ecosystem.
Process
Challenge:
Develop interactive communication for Lunchables fans by integrating an innovative AR gaming layer linked to the popular platform Roblox into the product packaging.
Action:
Designed, prototyped, and developed five (5) distinct AR games featuring unique mechanics and computer vision techniques, such as Surface Recognition, Face Tracking, Body Tracking, and Music Sampling.
In-house production included UX/UI design, 3D modeling, animations, music composition, and programming.
Lunch-a-Band: Compose unique tracks by interacting with animated 3D music instruments in AR.
Lunch-a-Rocket: Assemble a rocket using the provided blocks and enjoy an exciting animation.
Build-a-Racer: Construct one of three vehicles and collect crackers within a time limit for points.
Build-a-Character: Create a character and dance with it using Body Tracking.
Build-a-Hat: Create one of three hats and try them on in AR.
Tech Stack:
Geenee AR SDK, Three.js, JavaScript, React, Figma, Blender, Ableton.
Result
This initiative significantly boosted engagement among kids, allowing Lunchables to reclaim its spot on grocery lists. QR code scan rates exceeded industry standards by 20%.
Additionally, QR code packs sold 22% more than those without, as children eagerly continued to participate.
The Playables program debuted in September and was successful. It was extended through April, achieving over 40,000 plays with an average monthly growth rate of 245%.
