Background: Pine2Pink is 'an experience based non-profit on a mission to raise money to benefit LOCAL cancer patients with local retailers on every Pine Street, USA'.
'By turning every *Pine* Street in the USA *Pink* we strive to create an immersive, visceral month-long festival type experience EMPOWERING the entire community to participate and donate on behalf of their local cancer patients'.
The Brief: Pine2Pink's brief to R2S was to create a promotional mechanic where festival goers would be incentivised to pick up their phones and, while playing the AR game, donate to Pine2Pink.
Our Response: Using the iconic Breast Cancer pink ribbon ( that every participating retailer displayed in support of the festival) and, taking our inspiration from Pokemon Go, we created an augmented reality treasure hunt that drove festival goers into outlets to win novelty and 1000's of tiered retailer funded prizes instantly.
We placed DONATE NOW 'nudges' everywhere in the flow, to remind people to donate.
As well as winning prizes instantly, players could also collect ribbons to give them points for the big, weekly prize draw.
Promotional Concept Supply
Design, Copy & Art Direction of all pages
iOS & Android Apps
Augmented Reality ‘Anchoring’ & Geo Visualisation of Prizes *Per Outlet*
Content Management System and Hierarchical UAM system for sampling teams to add participating outlets, geo co-ordinates and prizes
Prize Redemption & Risk Management
Reporting & Analytics