What is the client brief?
As a brand that is synonymous with sports and enthusiasm among the Sri Lankan teenagers, Milo decided to bring this enthusiasm even closer to them through MILO – Tilt to Ride - Sri Lanka’s first ever Facebook AR (Augmented Reality) Game.
What is our approach?
As an audience who is predominantly active on mobile devices, social media platforms and engage in e-Sports equally, we understood that they would embrace a game that combines all these three elements in a simple, yet immersive game. Through Tilt to Ride, we aimed at creating a lasting impact on the teenage community by bringing them a self-immersive, and fun activity that they literally/simply couldn’t get their hands off of!
What is the Solution?
The objective of the campaign was two-fold. First, we aimed at creating a lasting impact on the teenage community by bringing them a self-immersive, and fun activity that they can engage in within their comfort zone. Next, we also wanted to digitize “Milo Bike Parade” - one of MILO’s long-standing offline activities throughout the years, and bring it closer to the teenage community, providing the opportunity for more users to receive a similar experience, virtually.
A single tap on the game link would direct the user to either one of Facebook or Instagram apps where the user could simply touch on the MILO logo that includes minor game instructions. Soon, as the AR technology recognizes the facial features of the user, those features are reflected by the digital elements of the game. As the user tilts the head sideways the rider in the game can overcome the obstacles and increase points by collecting MILO RTD (Ready to Drink) packs.
Our Success story
In a community that dwells in a digitalized paradigm, TILT TO RIDE took an extremely successful turn in creating a new trend that minimized the need to use fingers or hands to play a game. The user merely had to tilt his head sideways to play the game as the AR technology combined the facial features with the digital elements to make the game alive.
This integration of a simple human interaction with modern technology and exerting that to instill an addictively innovative trend to the Sri Lankan audience concluded a successful achievement for MILO with a record-breaking a response rate of 80,000 unique players in less than 2 weeks.