Pocky Sticks Shares the Happiness with Iconic Red Box AR Campaign

November 11th is International Pocky Day. (11/11—get it? It looks like 4 Pocky sticks.) For the US initiative this year, RPA decided to use tech to celebrate and share happiness. Using Instagram and Facebook’s ever-evolving native AR abilities, RPA created a lens that brings the iconic red Pocky box and our ‘Share Happiness’ campaign to life. Just line up your box of Pocky, which you no doubt found in the Asian food aisle at your favourite grocery store, and you’ll be able to watch the happiness unfold. See mobile app.

The top opens and, depending on the time of day, different cheery emojis and icons tumble out and orbit around the box—complete with sound effects. And it all happens right in front your eyes—or rather, in augmented reality. There are three different experiences spaced throughout the day (morning/afternoon/evening) to showcase Pocky’s brand mantra of sharing happiness with every box. RPA first developed and launched the 'Share Happiness' creative platform more than three years ago.

RPA are getting the word out about the AR Pocky boxes as well as Pocky Day with paid social ads on Facebook and Instagram, targeting 18–49-year-olds who have engaged with us before and tech and are snack lovers. RPA also partnering with a group of millennial mom influencers who will share some fun content of them and their kids playing with the AR filter and celebrating Pocky Day.