Trick or Treat
The Chobani® Flip® Trick or Treat AR Experience celebrates Halloween with an interactive 360° program for families, blending practical packaging design with the magic of Augmented Reality.
AR Experience
The Packaging
We collaborated with an illustrator to create limited-edition packaging or “costumes” for our most popular Flip® flavors. Strategically designed into the packaging was a QR code and call to action for fans to “trick or treat” with their yogurt. The goal was to drive sales through fun and the joy of Halloween, with a long-term view of creating a seasonal AR platform tied to the packaging.
S'more S'mores™
S'more S'mores™
Strawberry Cheesecake
Strawberry Cheesecake
Pumpkin Harvest Crisp
Pumpkin Harvest Crisp
Almond Coco Loco™
Almond Coco Loco™
Cookies & Cream
Cookies & Cream
Key Lime Crumble®
Key Lime Crumble®
Cookie Dough
Cookie Dough
Crafting the
Experience
We crafted an exciting experience centered around the concept of trick-or-treating. Yogurt ingredients served as "treats" hidden behind doors, while the package illustrations came to life as playful tricksters.
The Challenge
Design a simple, yet engaging AR experience that’s fun and easy enough for the whole family to enjoy to lift sales and HHP during a seasonally low period, and establish Chobani® Flip® as the better-for-you snack for kids and families.
Play
Our mobile-first AR experience was accessible to anyone with a smartphone. Trick or treaters scanned the QR code on the pack to launch the experience, placing AR doors in various locations, from tabletop setups to life-sized gateways.
In the experience, people were presented with three doors: some hiding "treats," others concealing "tricks" based on the package illustrations of Halloween monsters. The doors shuffled to add intrigue, increasing in speed with each round. Users tapped on a door to reveal either a treat or a trick, where animated monsters playfully teased them. The experience lasted for 60 seconds, challenging users to find as many treats as possible. Everyone who scanned the QR code and engaged with the experience got a treat!
In addition, and keeping accessibility top of mind, we created a desktop experience for those without a smartphone. There was a treat for everyone in the family.
Delightful Surprises
Upon completing the experience, people were rewarded with unique treats, including digital rewards like limited-edition coloring books, digital stickers, and mobile wallpapers; as well as real-life treats like backpacks, bean bag chairs, skateboards, and more.
Creative Technology
We harnessed AR technology provided by 8th Wall, enabling a markerless AR experience accessible through the web browser. The experience used Web GL, providing accessibility to everyone without having to download an app. PlayCanva, a web-based game engine, expedited development time and handled mechanics. A custom pipeline was developed, involving the recreation of 2D illustrations and their translation into 3D elements, animated without losing their original style. Image sequences were seamlessly integrated into the Web GL-based interface, with a layer of gamification designed using simple mechanics to keep users engaged.
Results
The final product was a delightful and intuitive experience that celebrated the joy of trick-or-treating, appealing to Halloween enthusiasts of all ages. It brought the Halloween-themed packaging to life in a surprising and entertaining way. The average session duration was 2 minutes and 14 seconds, double the average for traditional AR experiences. We reached 74,000 users, with 49,000 unique emails and 13,000 opt-ins.
5 minutes average
time in AR experience
82,000
AR users
135,000
treats claimed
176,000
unique visitors
14,600 hours
of engagement
4% increase
in sales*
*compared to the popular Back to School season