Turning teatime into game-time

Client

Shutterstock Studios & Häagen-Dazs

Sector

Food and Consumer Goods

Tech

Augmented Reality (AR)

Launching new flavours with a webAR game

In 2023, luxury ice-cream connoisseurs Häagen-Dazs launched a new limited-edition collection of ice creams inspired by the elegance of afternoon tea. To celebrate the new fruity, colourful flavours, they wanted a vibrant, interactive campaign that reflected the playful spirit of the range. Working with Shutterstock Studios, we created a fun and shareable WebAR game designed to delight ice-cream lovers and deepen brand engagement worldwide.

The challenge

Häagen-Dazs needed more than traditional marketing to capture attention around their new Orange & Pomegranate Tart and Blooming Blueberry Tart flavours. They wanted an experience that matched the excitement of the launch, encouraged playful interaction, and resonated across multiple global markets. The solution had to be quick, accessible and appealing to a wide audience, while reflecting the afternoon tea theme central to the campaign. It also needed to offer replay value and shareable features to sustain engagement over time – helping to strengthen the brand’s emotional connection with customers and drive visibility for the limited-edition collection.

The process

Inspired by the classic ritual of afternoon tea, we designed a WebAR game that challenged players to stack plates of cakes as high as possible. Accessible via QR codes on packaging, the experience opened with a colourful animated tea scene before the game began.

Using Zappar’s ZapWorks Studio, we built fast-paced mechanics where plates floated across the screen, speeding up as players tapped to align them. Campaign colour palettes and playful visuals tied the game to the product launch, while score-sharing, replay options and prize incentives added extra layers of fun – boosting engagement across global audiences.

The outcome

Originally planned for three months, the campaign proved so popular that Häagen-Dazs extended it by another six – running until October 2023 in markets across Asia and Europe. The game attracted nearly 9,000 unique players, with over 200 hours of combined dwell time – equivalent to more than eight days of continuous play.

By blending creativity with WebAR, Häagen-Dazs turned a product launch into an interactive, memorable brand experience that captured attention and encouraged repeat visits. The project demonstrated the power of immersive technology to engage customers in fun, accessible ways while amplifying campaign reach and brand affinity.