Monteith's Meatpack Hunt

Objective

Monteith's, a New Zealand brewery and cider maker, sought to create engagement around beer-and-food pairing through an interactive and memorable experience. The campaign aimed to educate consumers about which Monteith's beverages pair best with different meat types, using augmented reality to make the experience novel and shareable.

Solution

An iOS and Android mobile app delivered an AR hunting game where players tracked and caught virtual animals (duck, stag, lamb, beef) in real-world locations—from backyard to local bars. Hunters learned meat-beer pairings while playing. A physical pop-up activation at Number 1 Queen Street in Auckland (March 5–8, 2014) allowed in-person play, product sampling, and food-pairing guidance from chef Sean Connolly. Successful hunters entered a draw to win real meat packs valued at $100, delivered to their homes.

Results

The Monteith's Meatpack Hunt campaign achieved 20,000 app downloads, 70,000+ gaming sessions, 18,000 prize draw entries, and distributed 500+ meat packs to participants.