Microsoft, Minecraft
Challenge
Microsoft and Mojang Studios, following the successful Minecraft Scavenger Hunt in 2021, a brand activation experience that we also developed for them, sought to create another innovative, immersive, and engaging in-store experience to boost Minecraft merchandise sales. The challenge was to develop a unique brand activation strategy that could deliver robust sales results similar to those achieved in 2021. The vision was to create an interactive Augmented Reality (AR) game that could transport shoppers into the world of Minecraft and provide a memorable and exciting shopping experience. Implementing this vision required a deep understanding of AR technology and the ability to create user-friendly interfaces and captivating game assets.
Solution
To address this challenge, Intergalactic was entrusted with the responsibility of creating the concept, design, and development of an AR game named Minecraft Quest. This retail activation ran exclusively at Big W stores throughout Australia from Jan 5th to Feb 2nd, 2023. The Minecraft Quest AR experience took the form of an in-store scavenger hunt featuring all the favorite Minecraft characters. The game was developed using cutting-edge web-based Augmented Reality (WebAR) technology from Niantic's 8th Wall. The key components of the solution included: User Interface and Experience (UI/UX): Intergalactic created a user-friendly interface and a seamless onboarding process, ensuring an engaging gaming experience for the users. CG Minecraft World Assets: The team developed all the Computer Graphics (CG) Minecraft world assets for the project, creating an immersive environment for the users. Portals: The game introduced the use of portals, adding an extra layer of immersion to the AR experience. Users could access the Minecraft world through a virtual portal on their mobile device.
Results
Minecraft Quest was a resounding success, delivering over 12,500 unique user experiences over the 30-day promotion at all Big W store locations, averaging about 450 users a day. These numbers reflect an improvement upon the success of the 2021 Minecraft Scavenger Hunt, which boosted Big W's SKU sales by 250%. This project's innovative nature attracted attention from popular AR tech blog Niantic's 8th Wall Blog and was mentioned in Immersivewire's newsletter, thereby boosting visibility and positioning the collaboration as a forward-thinking leader in the retail industry. With a strong foundation in place, the potential for future in-store AR experiences seems promising, opening up new opportunities for retail engagement and sales.
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