Natwerk was asked to create something playful to engage the online minded visitors of ‘The Next Web conference 2012’. So they created an analogue gambling game featuring a real cow and layered it with an online extension. As you can see in the case film ‘Klara’ the cow was expected to shit three times a day and the visitors could bet where she would drop her shit.
Amsterdam’s water supplier Waternet wanted to discourage people from urinating in the city’s canals during the national Queen’s Day holiday in April. So Waternet hired Achtung! to do a little campaign that people would be very eager to try.
Several brightly colored urinals were created and installed at various points on the Amsterdam canal. Each urinal contained 4 stalls that were connected to a digital screen that turned peeing into a race.
As a result the campaign got people to use the urinal, pee quickly and even earn their water taxes back!
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 was created that took the game to the streets of Amsterdam.
The game is currently ongoing and participants between April 22nd and April 29th can use the special mobile app to hunt down 150 chocolate bonbons that have been hidden across 9 locations in Amsterdam. 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.
I find the the Magnum mobile game to be a toned down version of the Vodafone Buffer Busters game that ran in Germany last September. Either ways its good to see more brands using augmented reality as a medium of engagement.
