Alongside QR codes, there seems to be an explosion of competions and campaigns that are incorporating augmented reality (AR) into their smartphone apps. The latest one comes from designer toys magazine, Clutter magazine, who have launched the world's first ever augmented reality scavenger hunt.
Taking place in cities such as New York, San Francisco, Chicago, and London, the concept is that the custom toys have broke loose and it is your job to track them down. Players can choose how specific they want their search to be: city wide hunts which has the toys scattered in an allocated area, location hunt has them based in three specific locations within each city or globally which means that the toys could appear anywhere in the world.
Over 250 different toys from 30 different artists will be let loose for you to capture over a period of six weeks. By capturing them and sharing photos on Facebook and Twitter, you gain points which goes towards a main leaderboard, the player that comes first wins the designer toy of their choice.
What the campaign does is not only gamify something that's already fun (toys in case you're wondering), but it also breathes new life into these toys. By familiarising players to these custom toys, they'll gain exposure to a new audience who may be tempted to purchase one of the toys long after the AR game has finished.
The competition began on November 10th and will continue until the week beginning December 19th. The app was developed by Goldrun who focus on AR related campaigns such as this. If you wish to take part in the search, you can download the app here.