Good Time Quest
- Brand
- Heineken
- Year
- 2023
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Puzzle
- Platform
- AR & VR
- Agency
- UNIT9
Objective
For Heineken's 150th anniversary, the brand needed the "good times" message to be something people actually did, not just watched — turning the milestone into a reason to go outside, play and bring friends along. Framing scarce rewards like Coachella and French Grand Prix tickets as the prize gave people a concrete reason to join in across many markets at once.
Solution
The player opens a link on their phone and sees a map of the streets around them, with Heineken items scattered nearby. Walking up to a marker and raising the camera brings a branded object into view in AR, ready to be collected for points. Some finds are gold tokens that unlock a quick bonus round — a bottle battle or a picture puzzle — before the player heads back out to the map. Points can be pooled with up to three friends, so a session becomes a shared hunt building toward a joint shot at the prizes. Because the objects spawn on real nearby landmarks and bars, no two players see quite the same map.
- 1
The player opens the quest directly in a phone browser using webAR, with no app to download.
- 2
A map shows the player's own neighborhood, marking nearby real-world locations and landmarks as spawn points for Heineken's virtual objects.
- 3
The core loop: the player walks to a marked spot, raises the phone, sees a Heineken object rendered in AR on the real scene, and collects it to add points to their quest score.
- 4
Some finds are special gold, glittering tokens that unlock a bonus mini-game instead of just adding points.
- 5
The bonus round takes one of two forms: a short AR "battle of the bottles" clash, or an AR picture puzzle the player assembles piece by piece.
- 6
Players can team up with up to three friends so their points pool into one shared team score instead of competing solo.
- 7
A high team score qualifies the group for campaign prizes, including Coachella tickets and access to the French Grand Prix.
