Select Page
Robinsons Fruit Shoot transforms family dining experiences with  ‘It’s My Thing’ Augmented Reality gaming app

Robinsons Fruit Shoot transforms family dining experiences with ‘It’s My Thing’ Augmented Reality gaming app

Eating out is an integral part of British family life, celebrating memorable experiences and spending quality time together catching up or casually having a quick bite. Amazingly, there are 535m eating out occasions a year with kids aged 5-11 present (17% of total occasions) – and at family restaurants, there is the staple colouring paper and crayons to keep the kids busy.

As the leading low sugar soft drinks brand for kids, Fruit Shoot wanted to deliver more added value in dining experience to both parents and kids. Following the success of its ‘It’s My Thing’ global campaign, which celebrated individuality and self-expression in kids, Fruit Shoot has launched a completely new platform to enhance the experience of dining out – and replaced the standard colouring placemats, with an augmented reality (AR) app.

The It’s My Thing app features twelve game experiences for iOS and Android in a first for the soft drinks category, bringing innovation to the restaurant environment and enhancing the experience. The app is part of Fruit Shoot’s commitment to help kids discover and nurture their passions and interests.

The app works by using the child’s placemat as an augmented reality target or ‘marker’. Kids download the app to their parent’s phone, open the app and line up the phone’s camera with the ‘gaming mat’ to explore games and puzzles in different categories such as art, sport, games and music to help kids find and nurture their thing.

It’s My Thing was the first global integrated campaign from Fruit Shoot, created by iris, to show the importance of kids exploring their own individuality and creativity – outside the pressures from modern society such as academic success and peer pressure – to encourage greater self-confidence and happiness.

“We briefed iris to help us deliver more innovation for our leisure customers and increase listings for our Fruit Shoot Hydro product, whilst also continuing to hero our campaign ethos and allow kids to express themselves digitally”, says Kevin McNair, Britvic GB Marketing Director. “iris identified a genuine opportunity to link sales to digital gamification and the response from our customers so far has been hugely positive.”

Rob Leeks, Innovations Director at iris said: “Parents want to keep kids entertained between turning up at a restaurant and getting fed, but without compromising on the family interaction that handing them a phone or tablet can often take away. By using Augmented Reality, we were able to create a medium that immerses kids in a gamified experience whilst keeping them routed in the real world. It also meant that we could have multiple people interacting with the same experience simultaneously.”

iris has partnered with RamJam to develop the interactive games which will feature in popular family restaurants including Pizza Hut, Harvester and Wimpy.

“It was great fun to bring the ‘It’s my Thing’ campaign to life in AR”, explains Tom Jackson, Creative Director at RamJam. “We introduced animated fruit characters that feature in the augmented worlds to really bring each scene to life. Kids are able to paint, race through obstacle courses, solve mazes and make music with the Fruit Shoot band – all in Augmented Reality. Interactions have been made as simple as possible to keep the focus on exploring and having fun in the different games.”

New suites of games will be released each month on both Android and iOS.

The iOS App is available to download here and for Android here

RamJam with MAG Interactive bring Wordalot to Facebook Instant Games

RamJam with MAG Interactive bring Wordalot to Facebook Instant Games

RamJam worked with MAG Interactive to bring Wordalot Express to Facebook’s Instant Gaming platform, which launched last month. The Wordalot game is one of only 17 available to play straight into message threads with your friends via the game controller icon.

Wordalot Express is a crossword based game where you are given cryptic images to decipher. The game is built in HTML5 and is available to play instantly in Facebook Messenger, making it easier than ever to challenge your friends.

WordaLot Instant Games

“This was a really exciting project to be involved in and a great opportunity to work with MAG Interactive, who like us enjoy pushing the boundaries of technology and working on new initiatives”, explained Toby Funnell, Head of Technical Development at RamJam.

“Working with RamJam to bring the existing Wordalot Express Game to Facebook’s Instant Game platform was seamless. The level of knowledge and technical skill that RamJam brought to the project complemented our own, leading to a successful working relationship” added David Amor of MAG Interactive.

Wordalot Express already has 732K players and with games available from Bandai Namco, Taito and Zynga also available, Wordalot Express is in good company.

RamJam releases John Lewis Christmas Advert Parody

RamJam releases John Lewis Christmas Advert Parody

RamJam, an award winning creative digital studio based in Brighton, have released an amusing alternative take on this year’s John Lewis Christmas Advert. The tongue in cheek spoof imagines the messier consequences of an all-night urban wildlife trampoline party involving two foxes, a badger, a squirrel and a hedgehog.

RamJam, are the agency behind this summer’s popular ‘Southern Rail Tycoon’ game which the team created in response to Southern Rail’s months of train cancellations. The game ( received national coverage and was played 100,000 times over the launch weekend alone, allowing Southern Rail customers a chance to vent their frustrations.

The 21 second adaptation of the John Lewis advert took a few hours to make and combines motion tracking with over the top special FX to bring the idea to life.

“Knowing the kind of mess the urban wildlife leaves, it was clear to us that something was missing from the John Lewis advert, so we just tried to imagine what had ended up on the cutting room floor”, explained Tom Jackson, Creative Director and Founder of RamJam.