Grey Goose has created a world-first travelling summer experience, known as the Fountain of Goose, which is journeying the east coast of Australia, and will be appearing in Melbourne in December.
In order to take the experience a step further, the super-premium vodka brand has become the first, in the alcohol category in Australia, to create a gamified world lens.
Working with OMD Create, Snapchat and augmented reality company Virtual Immersive to create the gamified lens, Grey Goose considered the user experience from all angles, resulting in a game for both the front and world-facing lens.
Says Georgina Chao, brand manager, Grey Goose: “We challenged ourselves during the creative & conceptual development of Grey Goose’s major summer experiential activation to be able to extend the reach beyond just those that were able to enjoy the Fountain of Goose in person. Collaborating with Snapchat to disrupt through this innovative gamified technology was an exciting way to deliver the surprise & delight of the Fountain directly into users hands, literally and figuratively.
“The on-screen micro-experience was a fun-fuelled translation of the pop-up’s interactive elements and easily evoked the brand spirit, which can sometimes be tricky when there is no liquid on lips. We are delighted with the results to date and are looking forward to continuing to offer unique and memorable experiences to elevate the consumer journey.”
From the front-facing lens, the latest technology for hand tracking from Snapchat was utilised to allow users to pour their own cosmopolitan cocktail whilst feeling like they have been transported to Europe, complete with accordion music playing. OMD Create worked closely with Snapchat and Virtual Immersive to also include the summer essential of sunglasses, which users of the front-facing lens will find themselves wearing, and of course, a bottle of Grey Goose.
Once users have poured themselves a cosmopolitan, they are encouraged to flip the camera to the world-facing lens, where the Fountain of Goose and the use of augmented reality comes into play. Allowing users to place the Fountain in their real-world environment, the lens is gamified through a challenge to toss coins into the Fountain within a 30 second timer – replicating the real Fountain’s wishing well. The further away the user is from the Fountain and the higher the tier their coin lands in, the more points they receive. Once the timer runs out, users are then able to click through to enter a competition to win one of ten Grey Goose summer prize packs, with every person that enters also receiving a cocktail recipe package.
Says Thomas Hutley, head of OMD Create Sydney: “We saw a great opportunity to test the new Snapchat hand tracking capability announced earlier this year. This feature enabled us to build an augmented reality experience for the front-facing lens and create a gamified world lens, replicating the experiential campaign in a digital environment. The results have been really promising with over 1 million Australians using the lens since the campaign launched in October.”
Grey Goose’s gamified lens is accessible to Snapchat users through a number of avenues – the lens carousel for those within the target audience group, through Snap Ads, and through a Snap Code at the Fountain of Goose activation.
For those wanting to experience the Fountain of Goose in person, find it in Melbourne at Federation Square on:
o Saturday 7 and Sunday 8 December, 4 – 8pm
o Monday 9 December – Wednesday 11 December, 3 – 7pm