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Soapy Joes Car Wash, SANTEE, California, United States: Soapy Splash Dash AR Experience

Company: Soapy Joes Car Wash
Company Description: Soapy Joe’s Car Wash is a family owned and operated business in San Diego County. We’re dedicated to providing quality service, customer satisfaction and eco-friendly technology, all at a great value. With multiple locations offering convenient hours, lightning fast express service and premium upgrades, we make it easy for everyone to enjoy their ride. Because of that we were voted “Best Car Wash"
Nomination Category: Event Categories
Nomination Sub Category: Brand & Experiences - Gamified Experience
2024 Stevie Winner Nomination Title: Soapy Splash Dash AR Experience
  1. Which will you submit for this nomination, an essay of up to 525 words describing the event - its genesis, goals, development, and results - OR a video of up to five (5) minutes in length describing the same? CHOOSE ONE:
    Written essay of up to 525 words
  2. If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:

  3. If you are providing a written essay of up to 525 words about your nominated event, place it in this space. Make sure that you address the genesis, goals, development, and results of the event, and mention that date(s) on which the event was produced:

    Total 523 words used.

    Genesis:  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 sets 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

    . Goals:  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 sharable moments such as selfie frames, leaderboard position, and appeals for fundraising support. 

    Development:  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’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.

    Results: The results of the campaign transcended expectations and cemented Soapy Joe’s legacy as a boundary-pushing brand who creates world-class engagement experiences. Importantly, the Splash Dash raised thousands of dollars for Susan G. Komen and gave the organzation 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. 

  4. Optionally, list the appropriate creative and production credits for the nominated event, such as the following: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

     

Attachments/Videos/Links:
Soapy Splash Dash AR Experience
URL www.trendhunter.com/trends/car-wash-game
URL www.prnewswire.com/news-releases/soapy-joes-launches-splash-dash-interactive-augmented-reality-game-powered-by-continuum-xr-301955646.html
URL www.carwash.com/wash-of-the-week-soapy-joes/
URL patch.com/california/san-diego/calendar/event/20231105/c92f487a-730c-4613-ba68-36554c396b00/komen-more-than-pink-walk-2023-balboa-park-san-diego
URL www.linkedin.com/posts/camilla-crescenzo-b3573010_soapy-joes-splash-dash-activity-7122312736667013121-SvoE/
URL www.continuum-xr.com/post/powering-a-unique-augmented-reality-experience-for-a-worthy-cause
URL www.linkedin.com/feed/update/urn:li:activity:7122311528288059393/
URL www.instagram.com/p/Cy6Ypg9sEEi/?hl=en