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Dive Brief:
- An AR money scavenger hunt called Hidden Money Halloween is occurring Oct. 31 in New York City. The event’s Facebook page claims it has an unnamed “large corporate sponsor” backing it, though the corporate actually facilitating the hunt might be GoMeta, as The Gothamist points out. The fledgling San Diego startup shares the identical logo because the one which appears on Facebook and has hosted similar events before.
- Hidden Money Halloween participants can use their mobile phones to look the town for virtual money rewards, some price as much as hundreds of dollars, with the rewards increasing based on the number of people that RSVP.
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Also on the AR Halloween front, Pokemon Go launched its first-ever in-game event Wednesday, as reported by TechCrunch. The Halloween update, which runs through Nov. 1, will increase the variety of “spooky” Pokemon that appear, and provides players more in-app rewards like candy for successfully catching the monsters.
Dive Insight:
Augmented reality is usually a fun way engage consumers on mobile, offering interactive activities that stretch beyond the scope of the screen. Given its real world integrations, AR can be a medium particularly well-suited to facilitating real time marketing events that capitalize on holidays like Halloween to run themed campaigns and generate foot traffic.
Assuming GoMeta is behind Hidden Money Halloween — which is extremely likely — the stunt could also construct East Coast buzz for the mysterious startup, which was founded last month by Dmitry Shapiro, previously of Google, as Variety reports. At the very least, the promise of free money lying (virtually) around might be enough to pique the interests of some New Yorkers seeking to scrape by on their November rent.
As GoMeta possibly looks to construct a brand, Pokemon Go could also be attempting to revitalize its own. After capturing the minds of marketers and the masses alike this summer, the Nintendo/Niantic app has flared out considerably by way of hype, so running limited campaigns with exclusive in-app rewards could revitalize interest and engagement — at the least until the following holiday rolls around.
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