The Great Old Bay AR Crab Hunt

2020 was a hard year for restaurants and cultural institutions in Baltimore (and, well, everywhere else.) But our friends at McCormick are especially invested in their community, and with their new headquarters located in Hunt Valley—right on the edge of The Monumental City—they wanted to do their part to reinvigorate the dining community as Covid vaccination rates reached safe levels. We partnered with them to create an AR Scavenger hunt that challenged Baltimoreans to get out of their homes and back to their favorite spots in search of a culinary favorite: Old Bay-covered blue crabs. But these weren’t just any crabs, they were cute and playful costumed AR crabs inspired by some of Baltimore’s best—like the Maryland Zoo, American Museum of Industry, and Cindy Lou’s Fish House. By checking Twitter for clues, fans could guess where to go to find QR Codes that activated each special crab, then tap them three times with an Old Bay Mallet to collect them and enter a sweepstakes!