About This Case Study
This post is an editorial analysis by Code Crush of a publicly-published case study by Marvy Co., a Vietnamese AR/VR studio. The campaign described below was produced by Marvy Co. for AEON Mall Hà Đông — not by Code Crush. We're studying it because the mechanic is one of the cleanest worked examples of geo-located AR gamification in South-East Asian retail. All quoted material is attributed and links to the original article on marvyco.com.
What Marvy Co. Built
The first case in Marvy Co.'s public round-up of 10 gamification campaign ideas is "Hado The Hunter," a geo-located AR game tied to a specific mall location. In Marvy Co.'s words on the original article:
Hado the Hunter is an AR Game using AR Geo-location and the phone's GPS to play at AEON MALL Hà Đông. Only people standing within a 100-metre radius at the Future Hall of AEON MALL Hà Đông can play the game. (Marvy Co., translated)
The full project page is on Marvy Co.'s portfolio: Hado The Hunter at AEON Mall Hà Đông.
Why the Geo-Fence Matters
Geo-fenced gameplay is one of the most under-used tools in retail marketing. The mechanic does three things at once:
This is the same pattern Burger King used globally with Whopper Detour — except inverted. Burger King used a competitor's footprint as the trigger. Marvy Co.'s Hado The Hunter uses the brand's own footprint as the trigger. Both work; the second is easier to operationalise.
What Marketers Should Take Away
How Code Crush Would Build a Similar Activation
Code Crush's web-based game builder pairs cleanly with geofencing. A Lucky Wheel or Flappy Bird build with a location-only unlock can be ready in weeks, deployed to a custom URL, and tracked through our analytics dashboard. For richer AR overlays we partner with WebAR specialists to layer 3D content on a live camera feed.
@youtube[TBD|Marvy Co. — Hado The Hunter at AEON Mall Hà Đông]
Source: Marvy Co., "10 Ý Tưởng Triển Khai Chiến Dịch Marketing Gamification và AR", marvyco.com. All campaign details, including the 100-metre radius and the Future Hall location, are attributed to Marvy Co.'s public write-up.
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