St. Louis BLUES SCAVENGAR HUNT

2018

Upon the release of Meta’s augmented reality (AR) software, my team at Drive Social Media and I quickly jumped into learning AR because of its seamless, direct integration with the Facebook and Instagram apps. With this new technology, we pitched the St. Louis Blues on creating a ScavengAR Hunt that could engage their fan base in a new way and allow them to win prizes along the way.

The city-wide ScavengAR Hunt took place in St. Louis, Missouri and lasted for two weeks. Participants logged into a microsite and collected ARtifacts (AR effects) around the city that were triggered by eight-foot-tall banners and placed in historic St. Louis locations.

As the Creative Lead, I designed all 10 ARtifacts and coordinated with our development team to ensure that the AR effects were correctly triggered. The first 300 people to find all 10 ARtifacts won tickets to a game of their choosing and were entered to win a pair of season tickets, in addition to the Blues merchandise they collected along the way. This journey to collect each ARtifact, uninterrupted, would have taken a player nearly three hours of driving alone.

By the end of the two weeks, the effects generated 50,810 impressions, 3,926 captures, and 2528 shares. The paid ads around the event collected 11,992 unique sign ups, 4,500 email addresses, and $60,000+ of attributed sales in merchandise and tickets sold.