Worldwide Partners Inc. | Busch Big Buck Hunter

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Busch Big Buck Hunter

Client

Anheuser-Busch

Location

United States

Agency

R&R Partners

Campaign Elements

Virtual & Augmented Reality

Project Overview

Anheuser-Busch was looking for ways to introduce younger, tech-savvy beer lovers to some of its newest and most impactful products. So, it hired our agency to create an augmented reality campaign to draw attention to one of its beer brands and let consumers engage with its iconography.

Details

Our collaboration was right on target: We developed an AR version of the popular arcade game Big Buck Hunter and teamed with Busch to tailor it to smartphones and a microsite. The objectives of the collaboration were to promote the brand, support its commitment to protecting the great outdoors, and raise awareness about wildlife conservation.

The Big Buck Hunter AR game offered the same great gameplay as the arcade version and had the bonus of gyroscopic capability. It could be accessed by visiting busch.com/bigbuckhunter or by scanning a code on any can from six types of specially marked Busch and Busch Light x Big Buck Hunter packs.

Utilizing assets provided by game creator, Play Mechanix, our agency generated custom 3D modeling to support mobile optimization in addition to custom work around Busch-branded blue bucks with gold antlers, the Busch Guy, and other game elements that increased brand awareness and engagement among the target market. We did this while maintaining the integrity of the game and keeping the size under 15MB to optimize for smartphones—typically, games of this nature vary from 50MB to 60MB.

The first week of the program’s launch saw over 52,000 play sessions with an average play time of four minutes. Every time a person played Big Buck Hunter AR and posted their score on Twitter, Busch donated $1 to the National Forest Foundation. This donation doubled to $2 for every share reported on National Hunting and Fishing Day (Sept. 28) to help further raise awareness around wildlife conservation needs. All players were also entered for a chance to win a Big Buck Hunter game machine of their own.