Into the Snapverse.
HungerStation hid its new branded boxes across Riyadh and Jeddah inside a Snapchat AR game, so young Saudis could hunt them down for points and cash prizes.
- Brand
- HungerStation
- Agency
- Carat
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
HungerStation wanted more awareness and new users among 13 to 24-year-olds in Riyadh and Jeddah, where it under-indexed by 46% against competitors, according to the MMA Smarties entry as summarised by WARC.
The idea
Launched in May 2024 as the "Great AR Hungerhunt", the game used Snap's geofenced AR technology to hide HungerStation's new branded boxes, carrying the mascot from its rebrand earlier that year, around Riyadh and Jeddah. Players found them through a Snapchat Lens and collected them for points on a leaderboard, while Snapchatters elsewhere in the Kingdom played a version that didn't depend on location. An influencer promoted the game, which offered cash prizes of up to SAR 5,000. Carat's case study says HungerStation was the first advertiser anywhere to launch a Lens like it.
Results
- 12.96 million impressions, 125,000 Lens plays and 303,000 profile views, according to the MMA Smarties MENA entry as summarised by WARC
- More than 7.34 years of total Lens playtime, 6.09 years of it in Saudi Arabia, according to Carat's case study
- SAR 70,000 in prizes to 382 winners, according to the case film
Case study source: Arab News Source ↗
Awards
- MMA Smarties KSA 2025KSA Best In ShowBest in Show
- MMA Smarties KSA 2025KSA - Social Media MarketingGold
- Athar Festival Awards 2025Best Artificial Intelligence / Augmented Reality Powered CampaignBronze
- MMA Smarties KSA 2025KSA - Brand ExperienceSilver
- MMA Smarties KSA 2025KSA - Gaming, Gamification & E-SportsGold
- MMA Smarties KSA 2025KSA - Web 3.0 Technologies MarketingGold
- MMA Smarties MENA 2025 Silver, Web 3.0 Technologies Marketing
Credits
- Platform partner (built the Lens game)
- Snapchat
