Milka Christmas Countdown — AR Advent Calendar (Trumpet & Tuba / Snowman Game)
Open the game- Brand
- Milka
- Year
- 2014
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- AR
Objective
Milka sought to extend its 'Dare to be Tender' positioning by creating an innovative, family-oriented digital experience during the Christmas countdown season. The campaign transformed the physical Milka advent calendar into a daily interactive ritual for children in German-speaking and French markets by integrating augmented reality technology with physical packaging.
Solution
The world's first AR advent calendar app used the Milka packaging as a visual trigger: families pointed a smartphone at each day's window to unlock daily content—animated films, interactive mini-games, and AR activities set in an illustrated alpine magical world. The app featured two primary games: 'Trumpet & Tuba,' where families composed their own melodies together, and 'Snowman Game,' where children decorated a virtual snowman using touch and camera input. The solution was built by Taxi Studio (creative direction), Play Nicely (AR and app development), and Adjust Your Set (digital content strategy and illustrative narrative). Launched simultaneously across Austria, France, and Germany in November 2014.
Results
Not published.
