Croissant Pronunciation Challenge

OBJECTIVE:
Britannia launched the "Croissant Pronunciation Expert" challenge, offering a one-day internship with a ₹300,000(~$3600) reward for participants who could correctly pronounce "croissant."
Our objective was to amplify this challenge and engage a mass audience, particularly the tech-savvy 21-24 age group, by developing an interactive AR + Voice ML solution. This solution should validate users' pronunciation in real time and offer instant virtual rewards, transforming the experience into a more engaging, gamified journey that encourages widespread participation and sharing.
STRATEGY & EXECUTION:
To achieve this, we Crafted a Snapchat AR lens that accurately validated users' pronunciation in real time. The gamified experience included instant virtual rewards, which not only enhanced user engagement but also encouraged mass participation.
1. Enhanced Voice ML with layered syllable detection: We integrated layered syllable detection on top of Snapchat's Voice ML, ensuring that the pronunciation assessment was both accurate and entertaining.
2. Instant Virtual Rewards: Upon successful pronunciation, users were rewarded with a virtual croissant crown, which could be shared across social media, increasing the campaign's visibility.
3. Fun & Gamified Interaction: The challenge of succeeding in fewer tries encouraged higher engagement and replayability.
RESULTS:
This AR Activation delivered very impressive results :
1. Reach: The lens reached over 6.4 million+ users, turning a simple challenge into a viral sensation.
2. Time Spent:Users spent a combined total of nearly 80 million seconds on the challenge, pronouncing the word "croissant"—equivalent to 926 days of continuous engagement
3. Avg.Playtime: The average camera playtime was 13.36 seconds, an impressive 80% higher than the industry benchmark.
4. Share & Save Rates: With a 0.42% share rate and 0.21% save rate, the campaign's virality and organic reach significantly boosted Brittania’s brand presence across digital platforms.
IMPACT:
This AR activation not only amplified Brittania’s campaign but also engaged users on a deeper level through a rewarding and fun experience. This success highlights the potential of AR experiences that blend advanced technology with playful competition to engage users more effectively