Challenge
How do you encourage families visiting national parks to choose Yellow over competing convenience stores while creating a meaningful and memorable brand experience?
CLIENTYellow (Paz)
Paz Gas Stations AR Family Challenge
An augmented reality family experience designed to encourage visitors of national parks to stop at Yellow convenience stores through gameplay, rewards, and branded engagement.
Strategic Snapshot
Solution
Mixed.Place created an augmented reality family challenge that allowed visitors to discover and photograph virtual animals throughout national parks, earning points and rewards redeemable at Yellow convenience stores.
Results
Connected outdoor recreation, family engagement, loyalty rewards, and retail traffic into a single experience that encouraged visitors to continue their journey at Yellow locations.
Experience Highlights
Overview
Yellow partnered with the Israel Nature and Parks Authority to create a family-friendly experience that would engage visitors during weekends, holidays, and outdoor trips while encouraging them to stop at Yellow convenience stores on their way home.
Mixed.Place developed an augmented reality game that transformed national parks into interactive playgrounds. Families could open their smartphones and discover realistic digital animals running throughout the park environment.
The experience combined Yellow's iconic goat mascot with the ibex associated with the Nature and Parks Authority. Participants had three minutes to find, follow, and photograph as many animals as possible throughout the park.
Each captured animal earned points that could later be redeemed for rewards, discounts, coffee, ice cream, and other benefits at Yellow stores.
The campaign successfully connected outdoor recreation, family entertainment, social sharing, loyalty mechanics, and retail traffic into a single experience that extended beyond the park and into physical store visits.