About This Case Study
This is an editorial analysis by Code Crush of a publicly-published case study by Marvy Co. The campaign was produced by Marvy Co. for PNJ (one of Vietnam's largest jewellery brands) — not by Code Crush. We're examining it because it is one of the cleaner public examples of pairing AR face-tracking with a luxury brand without breaking the brand's tonal register. Quotes attributed; links to the original.
What Marvy Co. Built
From Marvy Co.'s public write-up on the source article:
Responding to PNJ's request to promote the brand image, Marvy Co. used the "catch-the-item" gameplay and selected valuable products from the brand to embed in the game. The "catch-the-item" gameplay is a common style that most users love, and combined with AR technology — specifically AR Face Tracking — it created an AR Game that's fun while still being luxurious and elegant, just like PNJ's brand image. (Marvy Co., translated)
Project page: PNJ AR Face Tracking game by Marvy Co..
Why Face Tracking Fits Luxury Jewellery
AR catch games normally use the device's accelerometer or touch — tilt the phone, tap the screen to catch falling items. Marvy Co.'s choice to use face-tracking instead is the most interesting design call in the campaign:
What Marketers Should Take Away
How Code Crush Would Build a Similar Activation
Code Crush builds custom WebAR experiences with face-tracking, image-tracking, and world-space anchoring. A PNJ-style catch game would pair our 3D rendering stack with face-tracking inputs to produce an experience that lives in a browser — no app install required, full first-party data capture at the end of every play session.
@youtube[TBD|Marvy Co. — PNJ AR Face Tracking game]
Source: Marvy Co., "10 Ý Tưởng Triển Khai Chiến Dịch Marketing Gamification và AR", marvyco.com. The catch-the-item gameplay, AR Face Tracking choice, and PNJ partnership are attributed to Marvy Co.'s public write-up.
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