Best Buy scores with AR game

The retailer has launched a 3D augmented reality hockey game for customers in Quebec and British Columbia.

Best Buy is putting a digital twist on the idea of table hockey with a promo that takes the game online using augmented reality.

Developed by Montreal-based Piranha, the 3D AR hockey game allows Vancouver Canucks and Montreal Canadiens fans to go mano y mano against a goalie in a two minute shootout. The execution, says Aliya Kara, director of marketing, Best Buy Canada, is something best Buy feels will resonate well with its customers, a lot of them being hockey fans.

‘The goal of this is to leverage our partnerships with the Montreal Canadiens and Vancouver Canucks and provide our customers with an opportunity to engage with our brand through and exciting and innovating augmented reality game,’ says Kara. ‘We’re always looking for unique ways to engage with our customers in order to maintain their continued loyalty.’

From March 18 to April 14 hockey fans in B.C. and Quebec can go to any Best Buy store and pick up their digital rink, or print one at To play they simply have to hold the board in front of their webcams. A video tutorial is available on YouTube. Gamers can post their high scores on Facebook and Twitter, and the 10 best scores in each province will receive a Canucks or Canadiens jersey and an automatic entry into a draw for one of two Sony 3D Home Theatres.

The game is being promoted through banner ads on the Canucks and Canadiens websites (part of the company’s sponsorship of the two teams) and on Best Buy’s Facebook and Twitter pages.