Verizon's Virtual Hunt Will Reward 256 Players with an iPhone 8
Ellen Smith — September 21, 2017 — Marketing
References: theverge & fastcodesign
Verizon employed AR games play to promote the iPhone 8 in this genius marketing tactic, which will send Snapchat users on an augmented reality scavenger hunt.
Through the Snapchat app, users in Chicago, New York, Los Angeles, San Francisco, Seattle, Denver, Dallas, and Atlanta will come across an ad, which serves as an invite to this virtual hunt. Players will receive ambiguous clues throughout the day, that require city knowledge to unlock. The hunt will send players from one end of the city, to the other, coming to a close with the final clue, which will unlock an '8' lens. Users must take a photo with this augmented '8' in order to be entered to win one of 256 iPhone 8s.
Though other brands have used scavenger hunts to promote product's, Verizon's implementation of augmented reality adds an appealing dynamic, as players are encouraged to take a geo-filtered selfies to win the final prize.
Through the Snapchat app, users in Chicago, New York, Los Angeles, San Francisco, Seattle, Denver, Dallas, and Atlanta will come across an ad, which serves as an invite to this virtual hunt. Players will receive ambiguous clues throughout the day, that require city knowledge to unlock. The hunt will send players from one end of the city, to the other, coming to a close with the final clue, which will unlock an '8' lens. Users must take a photo with this augmented '8' in order to be entered to win one of 256 iPhone 8s.
Though other brands have used scavenger hunts to promote product's, Verizon's implementation of augmented reality adds an appealing dynamic, as players are encouraged to take a geo-filtered selfies to win the final prize.
Trend Themes
1. Augmented Reality Marketing - Verizon's use of augmented reality in scavenger hunts demonstrates the potential for immersive and engaging marketing experiences.
2. Mobile App Gamification - The combination of Snapchat and scavenger hunts showcases the trend of integrating gamification elements into mobile apps to increase user engagement.
3. Location-based Experiential Marketing - Verizon's scavenger hunt highlights the growing trend of using location-based marketing tactics to create immersive and interactive experiences for consumers.
Industry Implications
1. Telecommunications - The use of augmented reality in marketing campaigns presents an opportunity for telecommunications companies to engage with consumers in innovative ways.
2. Technology - The combination of augmented reality and mobile apps demonstrates the potential for disruptive innovation in the technology industry, particularly in the realm of experiential marketing.
3. Entertainment - The incorporation of scavenger hunts and augmented reality in marketing initiatives offers entertainment companies a new avenue to engage audiences and promote their products.
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