In 2021, Baskin-Robbins partnered with Sony to launch Ghostbusters: Afterlife. To capture the imaginations of fans, we needed a killer campaign concept that would leverage the movie’s assets in a fresh and original way.
Inspired by the plot point which saw ghosts take over the town, we created Mini-Puft Mayhem, an immersive, mobile AR game in which customers could hunt and capture ghosts using their smartphone in return for free scoops and the chance to win a haunted house experience.
Central to the game were the Mini Stay-Pufts – a team of mischief-making marshmallow men that had unleashed chaos across Baskin-Robbins stores. We brought the Mini-Pufts to life (literally) via bespoke 3D illustrations and AR technology, with trigger points hidden on instore decals for fans to discover. Custom-packaging together with instore POS featuring QR codes and gameplay instructions made participation simple, while our campaign microsite guided them through the journey.
