Lacto Go: Nestle Lactogrow AR Game



Preview: Video

Overview 🔎

The project aimed to create an immersive AR endless runner game for the Nestle Lactogrow product. The Lacto Go AR endless runner game aims to achieve a unique blend of education, entertainment, and brand promotion, ultimately leading to increased engagement, product awareness, and customer loyalty among its target audience.

Primary Objective:

• Increase brand engagement and product awareness among children aged 3-8 years old, their parents, and influencers within the target market.
• Educate children about the importance of Lactogrow and its benefits for immunity, growth, and strength in a fun and interactive way.

Secondary Objectives:

• Drive traffic to Nestle Lactogrow's website and social media channels through the game.
• Encourage product trial and purchase by offering Lacto Points that can be redeemed for rewards.
• Build brand loyalty by creating a positive and memorable experience with the Lactogrow brand.

Project Details 🤝

• Image tracking web AR functionality: Players scan Lactogrow product packaging to activate the AR game experience.
• Endless runner gameplay: Players control a Lactogrow mascot character as they run through an imaginative virtual world, collecting Lacto Points along the way.
• Educational elements: 
  • Power-ups representing Lactogrow ingredients (proteins, vitamins, minerals) boost the character's speed, strength, and immunity.
  • Informative pop-ups appear along the track explaining the importance of each ingredient and its contribution to the child's growth and development.
• Leaderboard: Encourage friendly competition and incentivize continued play by showcasing the top Lacto Point earners on a leaderboard.
• Reward system: Players can redeem Lacto Points for real-world rewards, such as discounts on Lactogrow products, or branded merchandise.

Technology </>

• WebAR: Utilizing image recognition and markerless tracking technology to create an immersive AR experience accessible through any web browser on mobile devices. [ThreeJs and A-frame SDK]
• 3D Animation: High-quality, child-friendly 3D graphics bring the game environment and characters to life using Blender.
• Game Engine: Developed using a lightweight and performant game engine for smooth gameplay on mobile devices.

Results ✨

Nestle Lacto Go proved to be a successful WebAR campaign achieving the following results:

• Increased Brand Engagement: Over 12,840 unique players participated in the game, with an average playtime exceeding 10 minutes per session. This translated to significant brand exposure and positive engagement with the Lactogrow product. Average players per day amounting to 100 users.
• Subtle Education:  Many parents reported that their children learned about the importance of key Lactogrow ingredients and their health benefits through the game's educativa pop-ups. This subtle approach proved effective in conveying nutritional information in a fun and engaging way.
• Customer Loyalty: Lacto Points redemption rates indicate an increase in repeat purchases and brand loyalty among families. The gamified incentive system successfully encouraged continuous product engagement.
• Social Sharing: Leaderboard competition and social media integration led to multiple game shares, significantly extending the campaign's reach and brand awareness. The social buzz generated positive sentiment towards Lactogrow and the game.

Conclusion 💥

Nestle Lacto Go successfully combined entertainment, education, and brand promotion to achieve its intended goals. The WebAR experience proved to be an effective tool for engaging children with the Lactogrow product while subtly highlighting its nutritional benefits. The positive results demonstrate the potential of AR technology for creating impactful marketing campaigns that resonate with young audiences and their families.