Wyborowa - the brand from the Pernod Ricard portfolio - has always had one mission: to bring people together. It introduced the catchphrase "Turn on the Meet Mode", encouraging people to party with friends.
How to encourage meetings, which are crucial for the Wyborowa brand, during a period of Covid restrictions? What kind of experience to offer to audiences tired of entertainment streamed from everywhere in the first months of the pandemic (concerts, stand-ups, webinars)?
As the first in the category, the Wyborowa brand created a vodka packaging being... a game! A social game "House Party Mode", which can be played offline, during a physical meeting (a board game with Augmented Reality mode), as well as online (multiplayer mode allowing meetings even during lockdown).
The game is available as a board game, with a minimum number of players starting from 3 people. It can be played in four different modes: fast, close-up, quiet and enlightened. It has also been expanded to include a virtual reality version, which is activated by a QR code. In AR mode, players are accompanied by Wojtek Sokół, the brand ambassador and virtual mode guide.
The board game with Augmented Reality mode uniquely combined product, in-store communication, digital communication and hometainment.
- 250,000 copies of Wyborowa with a board game sold.
- 38% higher willingness to buy Wyborowa with a board game than previous limited editions.
- 24 500 entries into the game's virtual mode.