Digital solutions provider Holograph, TED (the in-house creative agency at Suntory Beverage & Food GB&I), and extended reality experts ARize, have partnered to deliver an innovative new competition campaign for Ribena that harnesses the power of AR to bring the beloved board game Monopoly to life for customers.
As the country leaves two years of lockdowns and restrictions, the time has come for family and friends to get back together and ‘let the good times roll. Well-known British brands Ribena and Hasbro we’re looking to engage their audiences with a fun and interactive experience with this message front of mind. The solution was reimagining a classic board game for the digital age.
Customers purchasing a bottle of Ribena can take part in an online competition by scanning the on-pack QR code for a chance to win one of the thousands of prizes up for grabs, including a Limited Edition Ribena Monopoly Mini Board Game or beloved Hasbro games like Cluedo, Classic Monopoly, and Jenga.
Set Up Their Augmented Reality Monopoly Board Anywhere They Like
After entering their details, entrants choose if they would like to roll the AI-powered, augmented reality (AR) dice for a chance to win. This launches their device’s camera and motion sensors, enabling users to set up their augmented reality Monopoly board anywhere they like in the hope of rolling a winning dice combination.
ARize provides Web AR technology that allows players to experience the game virtually via a browser-based experience. Using AR, these players can immerse themselves using their handheld devices without downloading any additional software or apps. This technology also can support desktop browsers.
The competition is the latest development in a longstanding partnership between Holograph and Suntory Beverage & Food GB&I, owner of Ribena. The two have also partnered previously on three other Ribena campaigns. Holograph’s Content Manager platform is used by Suntory Beverage & Food Europe to seamlessly deliver a consistent website experience across all of their European markets and in various languages.
The Monopoly campaign takes the working relationship between Holograph and SBF GB&I to new levels and is the first-ever AR campaign for Ribena in the UK. This presented some unique challenges for ARize that meant pushing their tech and capabilities to new heights as they explored the best way to deliver the AR experience. ARize has continuously sought to perfect and make its offering to keep ahead of the ever-improving capabilities of 3D and AR technology. To provide the best possible experience for the Ribena AR experience, ARize created new technical tools to work with the 3D animation and interactions of the virtual board based on different triggers and added new behaviors to make their engines more interactive and take the UX to the next level. The result is an engaging, interactive experience that combines two beloved brands.
ARize Has Embarked on Several Ambitious Projects
In recent years, ARize has embarked on several ambitious projects in the art and fashion world. This campaign is their first move into the FMCG space. CEO Aryan Behzadi spoke about the opportunity to push a new brand into the AR space: “This partnership allows us to help a brand like Ribena enhance the experience they provide to their consumers. They can experience a fully represented AR Monopoly board in the comfort of their own environment; roll two dice and give themselves a chance to win. It’s really going to give the brand and their consumers something new.”
Holograph’s CEO Marc Woodhead added: “Everything we do and every experience we create places the customer front of mind. We’ve been fortunate enough to partner with Ribena for many engaging consumer campaigns, but we really wanted to push the limits and try something different this time around. Partnering with ARize allowed us to create something new and disruptive for the consumer, but that also sticks to our mission of making technology and technological experiences more accessible and available to use in fun and interesting ways. Our aim was to make this experience as hassle free as possible by not capturing data that isn’t required, making the competition entry process smooth and seamless, and giving options for different devices. We’re really pleased with the result and are excited to see the reactions from Hasbro and Ribena’s brand fans.”
Limited Edition Ribena Monopoly Mini Board to AR gamification
SBF GB&I’s Sr Developer & Digital Projects Manager, Chris Watterston, ended with: “At the moment of completing the promotion with Hasbro last year, we knew we wanted to take a huge leap forward for the partnership in 2022. A leap to revolutionise the digital web entry mechanic, increase consumer engagement and excitement. To do so, we brought our Limited Edition Ribena Monopoly Mini Board to life through AR gamification, including the unfolding of the board and rolling of dice — all within the consumers immediate environment.”
“This year’s promotion has added value, engagement, and fun to both the partnership and for our consumers. With record high entry and engagement rates, and our debut web entry AR promotion — it’s definitely a promotion for the Ribena history books!“
The Ribena and Hasbro Monopoly competition started on the 1st of March 2022 and runs through to the 9th of August 2022. To see an example of the competition interface and virtual game board, check out the video here.
Founded in 2018, ARize is an industry leader in the 3D and AR industries. With an ethos of putting the power into the hands of the creators, their vision is revolutionizing e-commerce, blockchain technologies, and metaverse spaces. ARize is on a mission to bring 3D and AR capabilities to everyone, supercharging the visual experience it brings.
ABOUT HOLOGRAPH DIGITAL
Everyone has a story. Holograph involves helping brands tell theirs via exceptional digital experiences.
Throughout the years, we have accomplished this by developing proprietary websites and eCommerce systems for businesses of all types, sizes, and geographies. But we constantly evolve and have expanded into other sectors such as machine learning, AI, robotics, and wearable technology. We never settle, and neither should you. That’s why we continually extend our Digital Experience Platform (DXP) to ensure we push the boundaries within the IT industry and deliver you the most highly innovative products and online ‘connected’ solutions we can.
We’ve learned how to scale for our clients, offering ‘nodes’ of Holograph to our customers to allow them to manage significant parts of the hosting process themselves or keep data where they need it.
Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to making the world a better place for all children, fans, and families. Hasbro delivers immersive brand experiences for international audiences through consumer products, including toys and games; entertainment through eOne, its independent studio; and gaming, led by the team at Wizards of the Coast, an award-winning developer of tabletop and digital games best known for fantasy franchises MAGIC: THE GATHERING and DUNGEONS & DRAGONS.
The Company’s unparalleled portfolio of approximately 1,500 brands includes MAGIC: THE GATHERING, NERF, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, BABY ALIVE, DUNGEONS & DRAGONS, POWER RANGERS, PEPPA PIG and PJ MASKS, as well as premier partner brands.
For the past decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media and one of the World’s Most Ethical Companies by Ethisphere Institute. Significant business and brand updates are routinely shared on our Investor Relations website, Newsroom, and social channels (@Hasbro on Twitter, Instagram, Facebook, and LinkedIn).
About Suntory Beverage & Food Great Britain and Ireland
Suntory Beverage & Food Great Britain and Ireland (SBF GB&I) is one the leading soft drinks businesses in the UK and Ireland. SBF GB&I was formed in 2014 as Lucozade Ribena Suntory and is part of Suntory Beverage & Food Europe. Our much-loved soft drinks brands include Lucozade Energy, Lucozade Sport, Ribena, and Orangina.
Our “Yatte Minahare” spirit drives our business, and our role is to positively impact the lives of our consumers by providing them with a responsible choice of great-tasting drinks that people can feel good about while enabling them to lead active lifestyles.
For further information, please visit: suntorybfe.com/gbi or follow @SuntoryBF_GBI
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COPYRIGHT NOTICE INCLUDED IN THE ASSOCIATED VIDEO
RIBENA is a registered trademark of Lucozade Ribena Suntory Ltd.
HASBRO GAMING and its logo are trademarks of Hasbro and are used with permission, licensed by Hasbro.
©2022 Holograph, Lucozade Ribena Suntory Limited, and Hasbro. All rights reserved.