KDD - The campaign - Interaction at home

Project Overview
To interact more with the target group after the start of school following the pandemic, we designed a Connected Experiences campaign for KDD that was played almost 200,000 times.

the challenge
Due to the global pandemic, children were unable to physically attend school for a year. With schools reopening in September, KDD was looking for a way to reconnect with children and families and use this opportunity to engage further with them through their juice and milk drinks. Our task was to develop an attractive and engaging game that showcases the KDD beverage range and provides a fun and interactive experience for all age groups.

the solution
To engage customers beyond the product, KDD created a multi-level experience featuring a 2D racing game, an AR game, and social media filters, all activated through QR codes on their products. In the racing game, players race to school in a car personalized with their favorite KDD flavor, avoiding obstacles and collecting boosting ingredients. After completing the race, they unlock the “What’s in my lunchbox?” AR game, where they slice KDD products and fruit in 3D. The platform encourages sharing results on social media using custom AR filters for a chance to win prizes.

the results
While the campaign is still currently live, in the first three months since launching in September, it has recorded over 96,000 scans, with the different games having been played more than 191,000 times and impressive average session duration of 2 minutes and 39 seconds! The engaging design of the different levels has managed to keep the experience’s bounce rate at only 1,09%!

In addition, more than 9,9k users entered their data in order to appear on the leaderboard, providing KDD with a lot of interesting information about their users. The CTA encouraging sharing on social media also proved to work, with the game having registered over 2.6k shares across WhatsApp, Twitter and Facebook!