Vodafone has unveiled an Augmented Reality (AR) campaign that allows customers to take part in a Christmas game for a chance to win thousands of prizes with VeryMe, the network’s rewards programme.
The free-to-play interactive game – dreamt up by Dentsu UK&I and Vodafone’s newly appointed agency Carat UK – asks customers to search for hidden elves across the UK.
‘Elf and Seek’ combines the latest AR, media technology and geotagging to create a game aimed at spreading some festive joy to families this winter.
In the game, players are invited to drop virtual candy canes in a bid to lure elves to their location. Once an elf is found, people can store it in their in game wallet and be in with a chance of winning prizes and exclusive NFTs.
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“This Christmas we wanted to do something fun and interactive for families that would put a smile on children’s faces during the festive season,” Vodafone UK brand and marketing director, Maria Koutsoudakis, said.
“Elf and Seek is interactive, rewarding and gets people out and about for a unique and enjoyable experience.”
Carat UK head of strategy, Mehul Ashra, added: “We were faced with a choice this festive period – put out a big TV campaign, or do something that got people to spend time with the Vodafone brand. We opted for the latter.
“Inspired by emerging Christmas traditions like elf on the shelf and the rise in real-world family gaming our ambition with Elf and Seek is to create a new family ritual this season.”
