United Overseas Bank: UOB Cheese It Instagram AR Game

Objective

United Overseas Bank launched a playable marketing campaign during Chinese New Year 2020 to boost customer engagement through interactive entertainment. The campaign aimed to increase brand affinity with users during the festive holiday period using Instagram's native AR platform, tapping into seasonal consumer attention.

Solution

AliveNow developed an Instagram AR game called 'Cheese It' featuring face-tracking technology. Players used facial movements—tilting their head left and right and opening their mouth—to guide an avatar that catches falling cheese pieces while avoiding virtual firecrackers. The game was built using Instagram's Spark AR platform and designed as a frictionless, mobile-first experience accessible directly through Instagram Stories, requiring no app download or external links.