Goldfish sends Snapchatters on a scavenger hunt

The snack brand is taking a cue from Pokémon Go and taking over Canadian streets.
Goldfish

A made-in-Canada brand has launched a global first on Snapchat, launching the platform’s first-ever branded AR “scavenger hunt.”

The new augmented reality campaign, which launched last week, will challenge Snapchat users to search around their real environment to find 10 Goldfish Flavour Blasted crackers. The Goldfish are hidden behind 3D objects overlaid through the Snapchat camera. It’s a similar concept to the wildly popular Pokémon Go concept launched in 2016.

Players win by collecting all 10 Goldfish, and can also take branded selfies while playing the game by flipping the camera to reveal a Wild White Cheddar Goldfish face filter. The purpose of the campaign is to promote the Goldfish Flavour Blasted brands: Xtreme Cheddar, Sour Cream and Onion and the new Wild White Cheddar.

This is the second year Goldfish has partnered with Snapchat, although it’s the first time it has launched an immersive AR game. In addition to the game, Goldfish has launched a series of Commercial and Snap Ad units.

The media buy was executed by Spark Foundry, which has served as Campbell’s media AOR since last year.