Using AR To Trick Or Treat On A Chobani Yogurt
Chobani asked Tool to help them introduce their seasonal Halloween themed Chobani Flip 4-packs by turning their packaging into a virtual trick or treat platform using the power of AR (augmented reality).
The Packaging
Each package showcased reimagined artwork featuring hand-illustrated Halloween monsters, adding a touch of enchantment to their popular yogurt line. Strategically designed into the packaging is a QR code and call to action for customers to “trick or treat” with their yogurt. The goal is to drive sales through “fun” and the joy of Halloween, with a long-term view of creating a seasonal AR platform tied into Chobani’s packaging.
The Game
Crafting the Experience
We concepted an immersive augmented reality (AR) experience that would engage consumers with the special Halloween packaging. The result was a captivating AR adventure that brought the Chobani Flip Halloween packaging to life in 3D, offering users a unique and interactive experience.
The challenge was to design a simple yet engaging AR experience suitable for the whole family.
The Tool team devised an exciting AR experience centered around the concept of trick-or-treating. Drawing inspiration from the classic shell experience, the experience utilized Chobani Flip ingredients as "treats" hidden behind doors, while the package illustrations came to life as playful "tricksters."
Gameplay
To begin, users scanned the QR code on their Chobani Flip Halloween packaging, launching the experience wherever they were enjoying their yogurt. They then placed the AR doors in various locations, ranging from miniature tabletop experiences to life-sized gateways, both indoors and outdoors.
In the experience, players were presented with three doors: one hiding a "treat" (Chobani Flip ingredients) and two concealing "tricks" based on the package illustrations of Halloween monsters. The doors shuffled to add intrigue, increasing in speed with each round. Players selected a door by tapping on it, revealing either a treat, thus earning them a point, or a trick, where the animated monsters from the packaging illustrations playfully teased and taunted them. The game lasted for 60 seconds, challenging players to find as many treats as possible.
Keeping them surprised
Upon completing the experience, players were in for delightful surprises. They received an unexpected AR selfie, transforming them into a monster from the experience, adding a fun and personalized touch to the experience.
Players were also rewarded with unique treats, including digital rewards like coloring books, customizable masks, and limited-edition mobile desktops, as well as physical treats like keychains, tote bags, and even mini refrigerators.
End Result
The final product was a delightful and intuitive experience that celebrates the joy of trick-or-treating. It brought the Halloween-themed packaging to life in a surprising and entertaining way, appealing to Halloween enthusiasts of all ages.
3D Design
One of the project's key challenges was transforming 2D traditional illustrations into dynamic and exciting 3D experiences.
To achieve this, the team combined 3D elements with 2D artwork to create a blended 2.5D experience that stayed true to the packaging's unique style. They brought the illustrations to life dimensionally, utilizing the 3D space provided by AR. This was accomplished through creative animations and clever asset placement, creating visually engaging elements like flocks of monsters (bats and flying skulls) and dynamic particles such as dust and leaves.
The result was an unexpected and visually captivating experience that remained faithful to the packaging's style while introducing exciting new dimensions to the monsters and artwork.
Creative Technology
Chobani harnessed AR technology provided by 8th Wall, enabling a markerless AR experience that any customer can access through the web browser (no downloads required!).
The experience was web-based, using Web GL, providing accessibility to all users without the need for a downloaded app. PlayCanva, a web based game engine, was usd to speed up our development time and handle the game mechanics.
The experience was web-based, using Web GL, providing accessibility to all users without the need for a downloaded app. PlayCanva, a web based game engine, was usd to speed up our development time and handle the game mechanics.
A custom pipeline was developed, involving the recreation of 2D illustrations and then translation of these images into 3D elements which were then animated without losing that illustration and frame by frame style. To match the style, the experience used a lot of image sequences, which The team had to optimized to be seamlessly integrated into the Web GL-based interface. On top of the style, a layer of gamification was designed using simple mechanics to keep the users engaged without creating a new barrier of entry on how to play.
Users could access this enchanting AR experience by scanning the QR code on their Chobani Flip Halloween packaging, allowing them to embark on a unique digital adventure.
Conclusion
Chobani successfully transformed their Halloween-themed packaging into an engaging AR experience that captured the spirit of Halloween and brought families together to enjoy a special treat. It showcased their commitment to innovative and interactive marketing while delivering a memorable and immersive Halloween experience.
Credits
Sizzle Video
Production Company: Hornet
Director: Peter Sluszka
Music: We are Walker
Final Mix / Sound Design: Sonic Union
Endcard Animator: Tim Livezey
Illustration
Packaging Artwork and Halloween Chobani Logo: Jon MacNair
