Line Friends World Festival
AiR in 8 Shopping Malls
#metaverse
#branding
#gamification
client
SHK Properties
type
LINE IP, Metaverse Game, O2O
year
2021
overview
SHK Malls were already prominent throughout Hong Kong, but they wanted to create more market noise and attract shoppers after the pandemic by providing a gamified O2O experience. MakeItFun cooperated with AiR, (Adventure in Reality), a unique location-based mobile first "Play-to-Earn" metaverse, to draw shoppers to other SHK Malls that they may not have frequented before. The gamification boosted spending in all 8 of the invited malls across different districts, and the campaign coincided perfectly with the relaxation of social distancing measures as well as the 10th anniversary of LINE Friends.
role
Strategy, Game Design, Branding, CRM
result
MakeItFun deploy a range of interactive technologies such as location positioning, proximity detection and “instagrammable” AR gameplay. This gamification campaign managed to attract nearly 27M visitors to the 8 invited SHKP Malls (+28% YOY) and generated HKD$1,413M (13% increase) in revenue despite the ongoing pandemic. The value generated by the campaign goes beyond this, as the events generated 580 media impressions, including 31 printed and 549 online articles; with total media value generated exceeding HKD$34M. These impressions also led to the successful recruitment of over 3200 new members.
links
App Store
