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 the Kinh Đô Solite snack brand as part of a Universal Studios co-branding moment — not by Code Crush. We're examining it because the campaign demonstrates how to convert packaging itself into a media surface. Quotes attributed; links to the original.
What Marvy Co. Built
From Marvy Co.'s public write-up on the source article:
To promote a special partnership with Universal Studios, the Kinh Đô bakery brand collaborated with Marvy Co. to develop an AR Filter and an AR Game for the four newest Solite flavours. The game is integrated with the new Solite box packaging — players just find the cards available inside each Solite box, scan the "Dành cho bé" QR code on the card, and point the phone at the Solite box packaging to start the game experience. (Marvy Co., translated)
Project page: Solite AR Game by Marvy Co..
Why Packaging-As-Trigger Matters
The most under-utilised media surface in FMCG is the package itself. Every shelf-facing carton in a supermarket is a paid media slot the brand has already bought. Marvy Co.'s Solite campaign turns that surface into an interactive trigger:
What Marketers Should Take Away
How Code Crush Would Build a Similar Activation
Code Crush builds WebAR experiences triggered by QR codes, image tracking, or geolocation. A Solite-style campaign would pair our Game Builder for the in-game logic with a WebAR layer (image-tracking or marker-based) to anchor the experience to the packaging — no app install, full mobile-web compatibility.
@youtube[TBD|Marvy Co. — Solite "Giải Cứu Vương Quốc Mềm Dịu" AR Game]
Source: Marvy Co., "10 Ý Tưởng Triển Khai Chiến Dịch Marketing Gamification và AR", marvyco.com. The Universal Studios co-brand, the in-pack QR card mechanic, and the AR Filter + AR Game pairing are attributed to Marvy Co.'s public write-up.
Tagged with