Duracell launch addictive AR game to bring the bunny to life

The game created by Wunderman Thompson showcases the benefits of the brand’s Optimum batteries

Georgie Moreton

Deputy Editor, BITE Creativebrief


Bringing to life the brand's famous bunny, Duracell has partnered with Wunderman Thompson to create an AR Instagram game showcasing the longevity of the brand’s Optimum batteries.

To promote some of the benefits of Duracell’s Optimum batteries such as 200% extra life or extra power for devices, the brand has launched ‘Bunny Hop’, a competitive Instagram game that showcases the longevity of the batteries.

Bunny Hop was built by Wunderman Thompson using Meta’s Augmented Reality platform, which is traditionally used to create AR try-on experiences and camera effects. The game has been created through the platform to offer users the chance to personalise their experience and share their scores.

Using classic 8-bit retro style, the game aims to appeal to social media users’ sense of nostalgia. Gameplay sees participants steer the Duracell bunny through an obstacle course, jumping over rocks, cacti and walls with the chance to get a power boost from Duracell batteries along the way that allow Bunny to smash through obstacles with ease. 

Between the 25th July and 29th July Duracell ran a competition that meant those with the highest scores could win a years’ supply of Duracell Optimum batteries or one of five Duracell power banks.

‘We’re very excited to have brought Duracell’s iconic bunny to life in this retro-style game. People are already playing for an average of two and a half minutes, compared to the average dwell time for Instagram video of 6 to 10 seconds.’ added Jonothan Hunt, Senior Creative Technologist at Wunderman Thompson.

Through the use of AR technology and gaming Duracell is able to better engage audiences for longer whilst demonstrating product benefits in a fun, more digestible way.

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Gaming AR