Avatar... The Flavor Is The Game!

Objective

Americana, a corn puffs snack brand in Egypt, sought to launch Avatar as the first digital snacks product in Egypt—and arguably the world—combining physical packaging with a connected mobile app and gaming experience. The campaign aimed to create an immersive brand experience by bridging the physical snack consumption with digital engagement through gameplay, augmented reality, and metaverse integration, establishing the brand as an innovation leader in the snacks category.

Solution

Avatar was developed as a playable game accessible via iOS and Android apps, with entry points through QR codes on snack packaging and codes found inside packs. Players customized digital avatars and participated in gameplay mechanics including collecting Avatar packs at a street kiosk, navigating obstacles like potholes and traffic (tuktuk-themed challenges), and meeting quota targets to progress. The experience incorporated augmented reality features where players could engage in dance-off challenges with their avatars and share videos on social media. Entering codes from product packs provided tournament entry and prizes. The integrated system positioned Avatar as a hybrid product—part physical snack, part mobile game, and part metaverse experience. Developed by VISION ADVERTISING with production by Gemini Studio and KOY Productions. The campaign launched in Egypt in September 2022 as a 360° activation spanning digital and film media.

Results

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