During the pandemic, it's very difficult for brands or organisers to host offline events so many choose to move everything online. An event with many years of history, this year's Oxford University Press' baby crawling competition was moved online and engaged parents in a different format.
Oxford University Press has been holding The Baby Crawling Competition event for 11 years. Due to COVID-19, it was the first time to take the event virtual, inviting participants — the babies — to compete with each other at their homes and under the guidance of their parents. Through the use of AR and camera filters, the babies can enjoy crawling at home and their results were countered by the AR filters.
At the same time, brand characters and animals acted as cheer leaders.
"Technology can revolutionalise the ways we reach out to our target audience. Educational solution providers like Oxford University Press should harness the power of technology to design great experience for our learners to accelerate their learning efficacy and motivation," said Maisan Leung, assistant corporate marketing director of Oxford University Press.
Oxford University Press said the campaign has achieved success. It amassed over hundred sales enquiries during the kick-off of the campaign. The costs decreased by 20% compared to a offline event, while there was a 150% increase in web visit in only five days and 600% increase in Instagram engagement compared with the same period last year.
Bernie Wong, founder of Social Stand, concluded, "Balance between brand messages and fun is the key to an engaging AR game."
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