Gamified
Instagram Filter

Raffles Quay Assets Management

Launched in 2021

A new augmented reality game embedded right into Instagram sees its users sway their heads around for a chance at attractive prizes! 

What is the Experience?

We engage visitors of Marina Bay Link Mall through a fun and quirky game, seamlessly integrated into Instagram for a fuss-free experience. Patrons are enticed to follow the mall’s Instagram page, gaining access to the game while building a follower base for RQAM. Players who participate or achieve the highest score stand to win attractive prizes in MBLM’s latest digital marketing campaign. 

What is the Objective?

To amass popularity and gain positive word-of-mouth and feedback for MBLM’s social media platform, employing an interactive game that requires no installation from the end user. 

How Does It Work?

After following MBLM’s instagram page, a filter is added to the user’s device with a smiley face icon. Selecting it will open the game’s landing page, where we make use of the selfie camera to track the user’s head position in real-time. A smiley face avatar will mimic the user’s head movements on a race track, where players dodge firecracker obstacles and collect hearts to earn points and be the top scorer in this whacky but fun experience. 

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