Case of success · Bayer

Bayer AR Game

+1000

registered participants

Case summary

A phygital experience with Augmented Reality that turned a stand at a veterinary fair into a game, driving up visits and capturing over a thousand leads.

At a veterinary fair, all the stands compete for the same attention. Bayer didn’t want another one: they wanted the most visited one. And they also wanted to use that attention to raise awareness about prevention and vaccination and to attract qualified contacts. The answer was Bayer AR Game, a phygital proposal that combines Augmented Reality, storytelling, and gamification in an interactive photo booth. A game where the visitor protected the animals by catching viruses, and where all they had to do was leave their contact details to start playing. Fun and lead generation in one gesture.

Client

Bayer

Sector

Healthcare

Service

Experiential events · Immersive XR experiences

AR gaming hours

Departures per hour

+1k

registered participants

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01 The challenge

Stand out in a crowded fair

Professional health sector events are filled with stands that compete to capture the attention of a limited and short-tempered audience. Most resort to the same resources — brochures, screens, giveaways — that barely generate any recall or actionable data. Bayer faced a threefold challenge: attracting as many visitors as possible in a crowded environment, conveying a message of awareness about prevention and vaccination without being preachy, and turning that influx into real leads for its sales team. All this without sacrificing a polished and visually impactful brand image within the stand.

02 The solution

An AR game that captures leads

The solution was a fully adapted Augmented Reality experience for Bayer, built on a game with its own storytelling: the visitor had to protect the animals by catching as many viruses as possible. To play, they only had to leave their contact details, which turned every game into a qualified lead. The interactive photocall transformed the relationship with the brand into something memorable, participatory and visually appealing, generating queues and conversation at the stand. The result was twofold: reinforcing the prevention and vaccination message in a playful way and, at the same time, becoming the most visited stand at the fair.

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Key learnings

What this case teaches the sector.

The game is the best lead magnet for a trade show

In an environment saturated with stands, people don’t give out their data for a brochure, but rather for the chance to play. By making access to a fun experience conditional on registration, entertainment becomes a means of attracting visitors: the visitor willingly provides their contact information because they receive something in return.

The phygital turns a stand into an attraction

A photo booth with Augmented Reality no longer serves as a counter; it has become a meeting point that generates queues and conversation. The combination of physical space and digital overlay multiplies the visual impact and brand recall much more than any static medium.

A serious message can be conveyed without being patronizing

Raising awareness about prevention and vaccination does not require a didactic or solemn tone. Incorporating the message into a game mechanic—protecting animals from viruses—makes the visitor internalize it while having fun, and associate it positively with the brand.

A measurable stand no longer constitutes a cost

Points per hour, hours of play, registered participants: gamification turns the fair presence into concrete data. When the impact of a stand can be quantified in terms of engagement and leads, the investment stops being justified by intuition and begins to be proven with measurable return.

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