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The Soapy Joe’s web-based augmented reality (AR) game Soapy Splash Dash was developed to leverage gamification in a novel way to engage consumers, grow the customer base, foster customer retention, and amplify brand awareness. The unique, immersive game combined entertainment with charitable giving by donating $2 for each play to the Susan G. Komen Breast Cancer Foundation.
The Soapy Splash Dash game incorporated Soapy Joe’s ongoing commitment to creating world-class customer experiences that set the company apart in the highly commoditized automotive market. Interactive gamified experiences help the company continue to disrupt the traditional car wash industry with innovative experiences that target customer delight over the transactional, discount-based campaigns common in automotive.
These immersive AR gaming experiences also attract new, tech-savvy consumers to the brand, growing the customer base beyond the legacy audience. Gamification also enriches data collection, which is then used to inform and enhance future marketing initiatives, furthering a personalized, two-way relationship that fosters customer retention.
The overarching goal of the Soapy Splash Dash campaign was to further solidify Soapy Joe’s reputation as a committed, purpose-driven partner of the local community, as well as the preeminent technology innovator in the car wash space.
Specific business objectives and marketing goals included amplifying brand enthusiasm, increasing social media engagement, encouraging press exposure, improving data enrichment, boosting customer interaction times, growing leads and form fills, and facilitating fundraising for Susan G. Komen.
A main priority was to generate engagement across social media and encourage user-generated social content by offering enticing incentives for participation and creating multiple shareable moments such as selfie frames, leaderboard positions, and appeals for fundraising support.
Soapy Joe’s worked with the company ContinuumXR to develop an infinite runner-style Soapytopia virtual reality street scene, allowing participants to collect air fresheners while avoiding various pitfalls, ultimately arriving at a Soapy Joe’s car wash location. Every participant who got on the leaderboard received a free car wash, and Soapy Joe’s donated $2 to Susan G. Komen for each score posted.
In line with Soapy Joe’s ongoing commitment to user-friendly technology, the game was specifically developed to remove potential barriers to entry. By avoiding lengthy downloads and installations, the experience was entirely web-based so that users could embark on their AR adventure from any device at any time.
The Soapy Splash Dash launch was scheduled to coincide with the Susan G. Komen Foundation’s annual More Than Pink Walk in San Diego, helping to drive publicity for the walk and raise money for the organization’s important work.
The results of the campaign transcended expectations and cemented Soapy Joe’s legacy as a boundary-pushing brand that creates world-class engagement experiences. Importantly, the Splash Dash raised thousands of dollars for Susan G. Komen and gave the organization a novel way to reach new audiences.
There were over 3,200 plays and 627 form entries on launch weekend alone, and within 48 hours the campaign drove 84.2 million online views. The innovative AR focus of the game also generated invaluable local and national press exposure that positioned the brand with A-list names and blue-chip companies, providing a gateway to younger consumers outside of the current customer base.
Nomination Title: Soapy Joe's Augmented Reality Fundraising Game - Splash Dash
