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AR-GAME TRAILS OF WONDER

SAMSUNG REACHES GEN Z WITH GAMIFICATION MARKETING

Trails of Wonder uses AR and AI for a unique outdoor game in which users explore virtual worlds in real nature.

2024
Connecting cutting-edge technology with nature for a unique gen-z focused experience.

The app captures the core of Samsung Galaxy's strategic brand: serious tech, playfully told. Four story worlds can be found just outdoor or on 72 hiking trails that have been handpicked by the team from Komoot.
The main objective of the game is for players to earn

points by solving photo challenges. The Highlight: Users receive a personalized gaming experience from an AI that analyses your photos in real time. Augmented reality, location-based gaming, and artificial intelligence are all combined in the game design for a giant quest.

A person's hand holds a smartphone displaying an augmented reality scene with floating crystal formations in a forested area.

Promotion Campaign

Three distinct social media trailers and all of the 3D imagery for online and social media advertisements comprised a significant portion of the marketing materials we provided for the Trails of Wonder Experience. Selected creators furthermore featured the game in their socials and online streams.

The gaming experience seamlessly integrates the Samsung branding. Through comments made by the AI companion, the new Samsung Galaxy S24's features are playfully incorporated into the plot. There are also several easter eggs for players to find.
However, only users of Samsung smartphones can see the G·NUSMAS brand character. A picture of the character gains the user bonus points.

Trails of Wonder in the press HORIZONT PAGE Go back
Credits

In collaboration with SHANGHAI BERLIN, Sono2, Studio Colella, Pivo Studios