Mitchells & Butlers and Britvic have partnered to launch a set of new virtual reality interactive egg hunt themed games this Easter.
The games, available via download on the Harvester and Toby Carvery apps or the Sizzling Pubs website, give guests the opportunity to experience VR gamification technology and the chance to win a family experience by taking part.
Guests can get involved when they buy a J2O during April – and will get issued with a bunny-ears straw featuring a QR code, which can be used to access the game.
Three different games have been created – Bunny Hunt (available in Sizzling Pubs and Oaktree), Egg Smash (available via the Harvester app), Egg Hunt (available via the Toby Carvery app). All the games offer the customer a different VR experience. Guests win a free J2O if they find all the eggs, smash all the eggs or find all the bunny’s.
This is Mitchells & Butlers first step into VR gamification technology and together with Britvic is capturing how retailers and restaurants can convert consumer engagement with games into engagement with their brands.
The game will also enable M&B to connect with guests through sign ups, drive downloads and app interactions, therefore continuing to engage guests as part of the company’s wider digital innovation journey.
Chris Hopkins, Commercial and Marketing Director, Mitchells & Butlers comments: “We’re delighted to be working with Britvic on this project. These innovative and topical games will be a lot of fun to the growing army of guests who use digital channels as part of their overall eating out experience.”
Keith Richardson, Director of Licensed at Britvic Soft Drinks, said, “This is the perfect opportunity to drive further interest in J20 over a busy trading period and to add value by working with some of M&B’s leading brands to achieve this.
'With over 100m consumption occasions a year and sales value worth more than £250m, J20 benefits from a wide customer and consumer loyalty base built on the brand’s commitment to provide the most flavoursome fruit blends and innovation through new products such as J20 Spritz.
'Investing in new and more advanced technology allows us to reinforce this reputation and be more creative in how we present our offer to our customers to provide them with a unique experience.”