How to drive Gen-Z Foot Traffic with a an In-Store Geofenced AR Game
How do you motivate Gen-Z customers to visit physical retail stores multiple times, stay in the store and engage them with your brand and products?
Together with Matas, one of Denmark’s leading beauty and health retailers, Hololink created Matas Catch Match: a location-based AR game designed to drive in-store engagement, repeat visits, and brand interaction with selected beauty products.
The result was a playful, immersive campaign that brought digital-native customers into real-world stores - and kept them coming back.
Matas wanted to:
The solution needed to seamlessly blend the digital and physical worlds, without friction.
Hololink designed and developed an AR treasure-hunt-style game that was fully integrated into the Matas loyalty app.
The game was geofenced, meaning:
Once inside a participating store, players could launch the game and begin their mission.
Players were tasked with finding and catching virtual E.L.F. beauty products floating around the store using their smartphone camera.
Each successful catch unlocked:
To unlock the chance to win a larger prize, players had to:
This level-based structure encouraged repeat store visits while maintaining excitement throughout the campaign.
The campaign exceeded expectations:
Most importantly, the campaign demonstrated how AR can be used not just as a novelty, but as a powerful retail activation tool.
Matas was very pleased with the results of Matas Catch Match, and Hololink is currently in discussions with the brand about developing new AR games and experiences in the future.
This campaign shows how geofenced AR experiences can successfully bridge online and offline retail, especially when targeting younger, mobile-first audiences.
