Downtown Auckland isn’t an unusual setting to sample a meaty lunch and a beer or cider, but it is a strange place to hunt your own food. That was the experience for Aucklanders who gave the beer brand Monteiths’ new augmented reality game a try in a virtual hunting ground designed to let consumers explore beer, cider and meat dish matches.
The AR app, free on Apple and Android mobiles, takes users through four levels, each with a different animal/meat to hunt: duck, deer venison, lamb and beef. If they complete all four they can enter the draw for a pack containing all four meats.
“The Monteith’s Meatpack Hunt app gives us an opportunity to invite our consumers to keep exploring and discover the meat to match our wide range of Monteith’s beers and ciders”, says marketing manager Dave Openshaw.
Monteith’s says the game is about giving “anyone who fancies themselves a bit of an inner-city hunter” the chance to win a meat pack. “Of course we want to attract new people to our category and we reckon this game is going to be a great way to get people thinking about Monteith’s next time they fire up the BBQ,” it says.
“Most people never get the chance to hunt their own meat, so we used AR to give them a real hunting experience in the city.”
Colenso BBDO, Spark Activate and Rush Digital collaborated on the campaign, which included posters, billboards, a partnership with Radio Hauraki and partnerships at retail with Rodd and Gunn and premium barbershops, alongside the app and the experiential element in downtown Auckland.
Other game features are challenges among friends to find out who is the best shot and a bonus level where players can hunt the golden stag to win a barbecue and meat pack.
Prizes were part of the downtown hunting ground experience, along with samples of Monteith’s beer and cider, with food matches created by chef Sean Connolly. The promotional website also lets users browse meat dish matches by clicking through the beer and cider range.