Happy World: Invitation To Jelly Island
View in store- Brand
- Haribo
- Year
- 2022
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- App
Objective
HARIBO built the app to turn a walk-through candy exhibition into an actual game route, one that keeps visitors moving through every themed zone instead of snapping a few photos and leaving. Zones like HARIBO Beach Town don't work without it, so the app also stretches the brand relationship past the exit — the avatar and jelly collection stay on visitors' phones — and steers them toward the HARIBO Collection shop at the end, while every install gives HARIBO a measurable record of who walked through the door.
Solution
Before entering, visitors download the free companion app, pick a nickname, and get their own Goldbär to dress up. From there the phone becomes the game controller for the whole hall: players raise the camera to hunt for jelly treasures and AR markers hidden around each zone, chase golden bears in a mini-game, and join other visitors at a shared "mega party station" where the group collects jelly together and sends it off into space. Everything found checks off a square on a bingo board carried in the app. Filling the board, or winning the station game, sends the player to a counter to claim a physical prize.
Results
The Jeju exhibition the app supports drew 100,000 visitors in its first two months (Jul–Sep 2024), with projections of 200,000+ visitors over its first year; the app itself passed 100,000 installs on Google Play.
- 1
The app is a required companion to a HARIBO branded exhibition, not a standalone download: signage at the venue tells visitors the treasure hunt only works through the app. On first launch it opens with a welcome screen inviting the player to Jelly Island, then asks the player to pick a nickname, which can be changed later from a profile menu.
- 2
The home screen offers four activities: hunting for treasure jellies, filling in a bingo board from what is collected, dressing up a personal golden bear, and playing games built around the golden bear character.
- 3
In the profile section the player customizes their own golden bear and can review rewards earned from the venue's collective "mega party station" activity.
- 4
In the Beach Town zone, players scan the room by eye for nine hidden treasures and mark each one as found inside the app, building toward a completed bingo board.
- 5
Some objectives are camera-based: the player points the phone at a specific object in the exhibition space to "capture" it and complete the mission for a reward.
- 6
A separate minigame has players catching golden bear characters as they appear on screen within the app itself.
- 7
The Beach Town zone also pairs the app with physical interactive games installed in the space, which award visitors commemorative coins.
- 8
In the Happiness Production zone, the app unlocks AR markers placed around the room: pointing the camera at a marker reveals an augmented scene of jelly production layered over the physical space.
- 9
The mega party station is a shared, zone-wide activity rather than a solo one: visitors collectively gather jellies and "launch them into space," with the top-ranked participant receiving a postcard.
- 10
Completing the full bingo board earns a small prize, framing the overall goal as clearing every quest for a reward; the route ends at the HARIBO Collection zone, a shop for exclusive jellies and merchandise, with one more app-based AR scene available in its outdoor garden.
