HOVARLAY at Summarecon Golden Expo 2025:
Transforming Brand Engagement Through Augmented Reality (AR)
HOVARLAY turned Summarecon Golden Expo 2025 into an interactive AR experience, gamifying property displays and event touchpoints for visitors of all ages.
By bringing these AR experiences to life, the Sumarecon Golden expo combined property showcases, entertainment, art, and community activities, giving brands a unique platform to engage audiences and create memorable, multi-generational moments.
Sector
- Event
- Exhibitions
Service
- No-code AR Platform
- Customer Engagement
- Data driven Insights
The Experience
Interactive Fun for All Ages
At The Forum, Summarecon Mall Bekasi, visitors dive into HOVARLAY’s AR experiences:
Mini-Games: QR codes on screens and printed materials unlocked instant AR games for everyone, from kids to grandparents.
Rewards: Successful players earned vouchers from Happy Harvest Supermarket, boosting participation and repeat engagement.
Social Sharing: Games encouraged visitors to capture and share their experiences, amplifying brand visibility organically.
The Digital Transformation Journey
Challenge
Overcoming Engagement Barriers
Event organisers and brands often struggle to create memorable, interactive experiences:
Attention Challenges: Traditional displays and print media struggle to capture visitors in busy environments.
Tech Limitations: Many teams lack resources or expertise for interactive activations.
Cost & Scalability: Innovative experiences usually require significant investment in apps or specialized tech.
Rising Expectations: Visitors now expect playful, shareable, and immersive interactions.
Strategy
Gamified AR for Measurable Engagement
To tackle engagement challenges, HOVARLAY deployed its no-code, app-free AR platform at Summarecon Golden Expo 2025, turning print media, LED displays, and touchpoints into three instant-access mini-games: Guessing Game, Pairing Game, and Lucky Draw.
With HOVARLAY Lens, experiences were browser-based and easy for all ages, while HOVARLAY Creator allowed customised, gamified content for maximum engagement. HOVARLAY Insights captured real-time data on participation, dwell time, and interactions, enabling brands to measure impact and optimise activations effectively.
Outcome
Measurable, Multi-Generational Impact
HOVARLAY turned the main stage into a gamified AR destination, engaging visitors of all ages, from first-time users to grandparents.
Mini-games like Guessing Game, Pairing Game, and Lucky Draw brought print and LED displays to life, while app-free QR-code access made participation instant and inclusive. HOVARLAY Insights captured real-time data on engagement, dwell time, and game completion, giving brands measurable results. Interactive content also encouraged social sharing, extending reach and reinforcing the power of immersive experiences.
The Impact
Transforming Experiential Marketing
HOVARLAY set a new benchmark for brand activations by:
- Redefining Experiential Marketing: Seamlessly integrating gamified AR into physical events for memorable, multi-generational experiences.
- Driving Inclusive Innovation: Making AR accessible to all ages, lowering barriers, and inspiring brands and creatives to experiment with immersive experiences.
- Data-Driven Insights: Capturing real-time engagement, dwell time, and participation to inform results-focused decisions.
- Inspiring Collaboration: Combining gamification and measurable outcomes to foster cross-industry partnerships and a digitally-savvy ecosystem.
The Result
Shaping the Future of Experiential Marketing
HOVARLAY’s activation at Summarecon Golden Expo 2025 showed that AR can engage audiences of all ages through interactive mini-games with tangible rewards, deployed quickly and efficiently without technical barriers.
The campaign also inspired brands and organisers to explore gamified experiences and interactive storytelling, while real-time analytics provided measurable insights, positioning HOVARLAY as a key partner for immersive, results-driven marketing.
