AmEx Launches AR Treasure Hunt With Real Prizes
American Express approached German artist Andy Gellenberg to create giant murals with QR codes. American Express is launching an AR game in partnership with Yahoo called American Express Summer that will give you a slightly sugary taste of what it’s like to be an AmEx cardholder. Playing with AR will take you on a citywide treasure hunt in search of virtual “drops” that unlock real rewards. You can win things like tickets to the BST Hyde Park Music Festival, Wimbledon, the Wilderness Festival and other great American Express events. You can also get small prizes such as vouchers for Harvey Nichols and Bloom & Wild, as well as free coffee at any Caffè Nero.
The gameplay is primitive. You use your phone to access the game card on the amexsummer.co.uk website, which will take you to the nearest prize box. Once there, you can launch the augmented reality game and scan the area to find an imaginary prize box.
In an official press release, Nikki Edelman, Vice President and Head of UK Branding at American Express, said: “We’re especially excited to partner with Yahoo to bring the American Express Experiences to life as an interactive experience that invites people to experience what it’s like to be with Amex and make this a summer to remember.” This is a unique opportunity for Yahoo to make a fun and engaging campaign with American Express and SmartMedia Labs, the team responsible for implementing all of the AR sources used in the game.
