For the launch of the iPhone 13, we, together with -Tool collaborated with R/GA and Verizon to create a first of its kind treasure hunt hidden in the metaverse called H1DD3N. We developed a large-scale AR installation that allowed users to experience a magical playground to find the Hidden iPhone 13. Users can help grow this AR world by adding their own unique characters to the public installation.
The collaboration featured the newly released track “Darling”, from Grammy-nominated artist Halsey, as well as a partnership with the pop art collective FriendsWithYou, whose playful characters and world were the backdrop to this metaverse inspired AR experience. The user experience itself was centered around an AR treasure hunt, where users explored the world and interacted with characters, in search of a The Hidden 13, and the chance to win the new iPhone 13.
To reach users everywhere and allow this experience to extend across realities, we created 2 versions of the experience, one for users everywhere and another geo-fenced experience that worked at installations in 5 public locations around the country.
We used geofencing to enable the AR experience for users who were present at each of the 5 locations. Users were redirected to the At Home experience if they weren't on-site, in one of those geofenced areas.