Minecraft Scavenger Hunt Retail Activation

An immersive retail experience that fuses Minecraft's quests & characters with an in-store WebAR scavenger hunt at BigW stores across Australia.

Overview

Introducing the first-ever in-store Minecraft Scavenger Hunt. This digital retail experience merges Minecraft's questing excitement with its beloved characters, giving an engaging challenge for kids (6-12) and their parents.

Exclusively launched at BIG W stores across Australia, this experience employs 8th Wall's Web-based Augmented Reality (WebAR) technology, allowing participants to enjoy the hunt on their devices without any app download.

Starting at each store's entrance, players search and scan Minecraft characters on point-of-sale signs positioned by Minecraft items. On completion, they earn a $5 discount code for online Minecraft product purchases.

WebAR Experience Features:

In-store QR code activation
Custom artwork and labelling
Image targets and detection
Performance Analytics Tracking

The activation resonated well with fans, smashing all initial KPIs. Over 5,000 kids engaged during the activation between Jan 14th to Feb 10th, 2021, and YOY sales for core Minecraft assortments soared by 250%.