George P. Johnson worked with Groove Jones to create an interactive AR scavenger hunt inspired by Nissan’s “Thrill Driver” national television campaign. In the commercial, Eugene Levy transforms into an action hero when he experiences the thrill of driving a Nissan.
For the New York Auto Show, we incorporated that same idea. We asked car enthusiasts to seek out and show off their “Thrill Face” in an interactive scavenger hunt using AR face filters that were hidden throughout the Nissan show floor. Customers could win prizes by finding the three face filters and activating each of the “Thrill Faces” by taking a selfie.
Within each floor area, a specific “Thrill Face” highlighted the vehicle’s traits and the customer’s inner personality.
Seek. Scan. Win.
Customers who entered the Nissan space were greeted by oversized displays explaining how to participate. First, they needed to find hidden Nissan Thrill Face QR codes in various locations—Pathfinder Park, Formula E, and Electric Avenue.
To begin, the participants needed to scan a QR Code and register. This activated the scavenger hunt.
We included a tutorial and a map of the space to help them on their journey within the program. A visual checklist also tracked which face filters had been found and activated.
Locked filters indicated that they needed to be found. Once they were found and the participant had taken a selfie, they became unlocked. Unlock all three, complete the checklist, and display the award badge.
The AR Scavenger Hunt
Pathfinder Park highlighted the new Nissan Pathfinder in an outdoor environment, unlocking an outdoor nature filter and transforming you into a rugged outdoorsman.
QR codes were hidden along a hiking trail or on a sign, and they were held by a friendly raccoon.
Thrill Drive was all about speed and high performance. Finding the QR code will transform you into a race driver.
Electric Avenue highlighted the new electric Ariya, beautifying your face and charging your background.
The program was highly successful. It provided a no-touch customer experience by utilizing the guests’ personal devices. This approach also increased the throughput and onboarding while making it scalable by having multiple points of entry. The activation generated thousands of leads through the customer acquisition front end, which everyone opted into.
Learn more about Nissan – https://www.nissanusa.com/