Tag: Amsterdam

Dungville: Klara the Cow Betting Game

Natwerk was asked to create something playful for the online-minded visitors of The Next Web Conference 2012. So they built an analogue prediction game featuring a real cow, then layered it with an online extension.

Klara, a grid, and a one-day “village”

The installation was framed as a tiny pop-up “village” at the conference venue. One real farmer. One real cow named Klara. A field laid out as a grid. Visitors could place bets on where she would drop her dung.

Mechanism: a physical event drives a digital game

As shown in the case film, Klara was expected to do her business several times a day, and the audience wagered on where it would happen. The web layer turns that unpredictability into a simple loop. Pick squares. Wait. Validate. Win or lose.

That mechanism works because one visible but unresolved physical outcome gives everyone the same reason to watch, talk, and check back.

In event marketing, the strongest activations turn a shared physical moment into a lightweight digital ritual people can join and talk about instantly.

Why it lands

The idea is memorable because it is absurdly literal. A real-world randomizer. A clear grid. A clear outcome. It also fits the conference crowd. People who live online love mechanics that are easy to explain, easy to screenshot, and easy to debate in real time.

Extractable takeaway: If you can attach your digital interaction to an offline moment that nobody can fully predict, you get tension for free, and tension is what keeps people checking back.

What this kind of activation is good for

The real question is whether the game gives people a simple reason to keep returning to the shared moment.

This is not about deep persuasion. It is about creating a shared story at the venue and giving the event a “small legend” people repeat after they leave. It works best when your goal is attention, conversation, and community participation rather than detailed product education.

Steal the event-game pattern

  • Use a single, visible game board. A grid makes rules self-explanatory and outcomes easy to verify.
  • Keep the loop simple. Pick. Wait. Result. Repeat. Complexity kills participation at events.
  • Make the offline moment the engine. When the physical world provides the variability, the digital layer can stay minimal.
  • Design for group talk. The best event games create debate and banter, not solo play.
  • Be deliberate about tone. Toilet-humour mechanics are polarising. If you use them, commit fully and keep it light rather than crude.

A few fast answers before you act

What is Dungville in one sentence?

It is a conference activation where a real cow on a gridded field powers a web game, letting visitors predict where she will drop dung.

Why does a real-world “random” trigger work so well?

Because it creates genuine uncertainty. People keep watching and checking because nobody can fully control the outcome.

What makes this an “online extension” rather than just a stunt?

The web layer turns the physical moment into a repeatable interaction loop, giving people a way to participate, compare picks, and track results.

What is the biggest execution risk?

Drop-off due to waiting. If results take too long, interest fades. The format needs clear timing and frequent enough outcomes to sustain attention.

What should you measure for a similar event game?

Participation rate, repeat participation, time-on-experience, social mentions during the event window, and whether attendees recall the activation as part of the event story.

Waternet Queen’s Day Challenge: Pee Race

Turning a messy problem into a canal-side race

Queen’s Day in Amsterdam brings huge crowds and heavy celebrations. It also brings a very practical problem for Waternet, the city’s water supplier: too many people treat the canals like a public toilet.

Instead of posting warnings, Waternet worked with Achtung! and installed several brightly colored urinals at different points along the canal. Each unit had four stalls and connected to a digital screen that turned peeing into a live race, with a simple incentive that makes people want to participate.

The mechanics that make it work

This is a strong example of ambient behavior-change design. Here “ambient” means the intervention lives in the environment, right where the decision happens, not in a banner ad or a TV spot.

Extractable takeaway: When the right behavior is a public, low-friction default with instant feedback, you can change behavior without asking people to absorb a lecture.

It works because the feedback is immediate, the experience is social by default, and the “right” behavior feels more fun than the “wrong” behavior. That combination reduces friction and replaces shame with competition. This is the kind of public-space activation brands should copy when the goal is behavior change, not sentiment.

In crowded city-center celebrations, playful public interactivity often changes behavior faster than moralizing signage.

Steal the ambient interactivity pattern

The real question is how to make the right behavior feel like the obvious choice in public, without needing anyone to read a sign.

  • Move the message to the moment. Put the interaction where the behavior happens, not weeks earlier in a campaign feed.
  • Make the desired action the easiest action. People choose the path that feels obvious and frictionless in public.
  • Use visible progress. A shared screen and a simple scoreboard create instant social proof.
  • Reward participation, not perfection. Even a small, symbolic payoff can tip the choice at scale.

A few fast answers before you act

What is the Waternet Queen’s Day Challenge?

It is a Queen’s Day activation in Amsterdam where Waternet installs canal-side urinals and turns their use into a multiplayer race on a connected screen, discouraging people from urinating into the canals.

How does the “pee race” work?

Four stalls connect to a shared screen. Participants use the urinal and the screen visualizes a race, making the act feel like a public, competitive mini-game rather than a private necessity.

Why does this kind of gamification change public behavior?

It replaces a negative instruction (“don’t do this”) with a positive, easy alternative that gives immediate feedback and a social payoff, which is especially effective in crowded, high-energy settings.

What makes an ambient activation succeed in public space?

Clear purpose, low friction, instant comprehension, and feedback people can see without explanation. If it needs a guide, it usually fails on the street.

How can brands use this pattern without relying on shock value?

Keep the mechanism. Swap the provocation. Put the interaction at the point of decision, make progress visible, and attach a small reward to the behavior you want to encourage.

Magnum Pleasure Hunt: AR bonbons in Amsterdam

Earlier on in April Magnum launched the second edition of its hit online game Magnum Pleasure Hunt. To extend the campaign further, a real time mobile augmented reality game takes the hunt to the streets of Amsterdam.

The game is currently ongoing and participants between April 22nd and April 29th can use a special mobile app to hunt down 150 chocolate bonbons hidden across 9 locations in Amsterdam, described in some write-ups as centered around the city’s Nine Streets area. The one who claims the most bonbons wins a free trip to New York, while the rest are rewarded with the new Magnum Infinity ice cream.

Why this is a smart extension of a digital hit

The original online game is built for reach and replay. The Amsterdam version adds scarcity and locality: the same “collect the bonbons” mechanic, but tied to time, place, and physical movement, which makes participation feel more like an event than a link.

In European FMCG launches, location-based AR hunts work best when the rules are obvious in seconds and tiered prizes make “one more try” feel worth it.

The real question is whether your AR layer gives people a reason to move now, not just a new way to look at the same brand world.

What the AR layer adds to the experience

The AR layer keeps the mechanic simple, but changes the context by making the hunt visible in public and limited to specific dates and locations.

Extractable takeaway: When you take a proven digital mechanic into the street, pair it with a short window and clear rewards so participation feels like an event, not an app demo.

  • Instant purpose. You are not browsing a branded world. You are on a hunt with a clear target.
  • Real-world urgency. Limited dates and specific locations make the challenge feel live.
  • Social proof by default. People playing in public become the campaign’s moving media.

A quick comparison to Vodafone Buffer Busters

I find the Magnum mobile game to be a toned down version of the Vodafone Buffer Busters game that ran in Germany last September. Either way, this is the right direction. More brands should treat augmented reality as a medium of engagement, not a gimmick.

What to copy from Magnum’s Amsterdam hunt

  • Make the first action obvious. People should understand the goal and the first tap in seconds.
  • Limit the window. A short time period turns “I’ll try it later” into “I should go now.”
  • Use rewards that scale. A big winner prize plus smaller payoffs keeps both competitive and casual players engaged.

A few fast answers before you act

What is Magnum Pleasure Hunt Across Amsterdam?

It is a time-limited mobile augmented reality game that moves Magnum’s “collect the bonbons” mechanic from the web to real locations in Amsterdam.

How do players participate?

Players use a mobile app while out in the city to find and collect virtual bonbons placed at specific locations during the campaign window.

What makes it different from the online Pleasure Hunt?

The online version is a digital-only chase. The Amsterdam version adds time and place, turning the hunt into a real-world activity with location-based stakes.

Why are prizes so central to this format?

Because the effort is physical. A clear top prize plus smaller “everyone gets something” rewards keep motivation high across both competitive and casual players.

What is the key design lesson for AR brand games?

Keep onboarding friction low. If people cannot understand the goal and the first action immediately, they will not start, especially outdoors.