The Baker's Dozen is India's largest artisanal baked goods brand and we were tasked with creating an innovative and engaging activation for them during the festive season. We infused AR with our social media strategy and created a gamified experience for our ardent fans. The objective of this activation was to put the brand's playful and generous ethos at the forefront, while engaging with the audience. The AR game hosted on Instagram allowed users to catch yummy Baker's Dozen cookies in Santa's bag, while dodging burnt ones. Users could hit high scores and share the same on their stories.

We launched this game as a social media contest on Instagram, sharing daily leaderboards. We invited users to repeatedly play the game, hit new highscores and share the same with us via their stories. The top 5 daily highscores would be featured on our stories and the daily top-scorer would receive 5 cookie boxes! This gave us immense traction, visibility and mentions, while creating a fun activation which would be remembered by all fans!