Gentong Ice Cream × HOVARLAY:
Gamified AR Experiences at IGX 2025
Gentong Ice Cream aimed to turn a simple ice cream experience into something interactive and unforgettable at Indonesia Game Expo (IGX) 2025.
Using HOVARLAY’s no-code, app-free AR platform, Gentong’s Pitari Frosty Pop packaging and booth backdrop were transformed into dynamic, interactive experiences.
Sector
- FMCG
- Ice Cream
- Gaming Expo
Service
- No-Code AR Platform
- Gamified Brand Activation
- Interactive Event Engagement
- Data-Driven Insights
The Experience
Turning Every Interaction into Playful, Shareable AR Moments
Immersive Packaging: The packaging of “Pitari Frosty Pop” ice cream brought game characters to life in 3D Augmented Reality, allowing consumers to interact with the characters directly from the packaging of the product.
Interactive Event Backdrop: The AR-enabled backdrop featured a QR code leading visitors to a web-based treasure hunt, where they collected hidden virtual ice creams across the display, then took selfies with a Pitari & Friends AR filter to share on social media, blending physical and digital into an engaging, gamified experience.
Influencer Engagement: The activation attracted influencers such as Pedro Setiabudi, Nathasya, and Arif Fakhrezi (“Mamang Osa”), whose social media coverage extended the campaign’s reach beyond the expo floor.
The Digital Transformation Journey
Challenge
Making a Simple Ice Cream Stand Out at a Gaming Expo
At a vibrant, gaming-centric event like Indonesia Game Expo (IGX) 2025, Gentong Ice Cream faced a unique set of challenges:
Standing out in a crowded expo: Gentong needed to capture attention amid highly interactive gaming booths and digital experiences.
Engaging digitally native audiences: Each visit and purchase of Pitari Frosty Pop had to become a playful, shareable experience as visitors expected more interactive experiences.
Amplifying beyond the booth: The brand wanted the activation to extend to social media and digital channels for wider reach.
Capturing real-time insights: Tracking visitor interactions was essential to optimise campaigns and understand behaviour.
Strategy
Turning FMCG Products and Booths into Interactive AR Experiences
At IGX 2025, HOVARLAY transformed Gentong Ice Cream’s Pitari Frosty Pop packaging and booth into an interactive playground using its no-code AR platform. Visitors instantly brought characters and games to life through QR codes with HOVARLAY Lens, no apps or downloads required, turning every interaction into a playful, shareable moment.
HOVARLAY Campaign Manager added gamification, prize-based activities, and loyalty programs to extend engagement, while HOVARLAY Insights captured real-time interaction data. Together, these tools allowed Gentong to optimise activations and amplify the brand’s impact beyond the expo floor.
Outcome
AR Experiences that Engage, Delight, and Deliver Results
- Interactive Product Experiences: Gentong Ice Cream’s packaging and booth were transformed into engaging AR experiences, attracting visitors, increasing dwell time, and boosting ice cream sales.
- Gamified Engagement: The AR treasure hunt and AR filter selfies sparked social sharing, boosting brand visibility and attracting more visitors and purchases.
- Accessible, App-Free Technology: All attendees could easily join the AR experience using only their smartphones, without downloading any apps, ensuring high engagement without technical barriers.
- Real-Time Data Capture: Every interaction was tracked, giving Gentong instant analytics on visitor behaviour, engagement patterns, and participation to optimise future brand activations.
The Impact
Bringing FMCG to Life with AR in the Gaming Sphere
- Scaling FMCG Innovation: The activation demonstrated that local FMCG brands can deploy immersive, cost-effective AR campaigns at scale.
- Packaging as a Digital Touchpoint: Product packaging became an ongoing platform for interactive storytelling, bridging physical and digital consumer experiences.
- Data-Driven Marketing Insights: Engagement analytics allow brands to optimise campaigns, understand consumer preferences, and design more effective marketing strategies.
- Media Amplification & Industry Influence: Coverage by 112+ media outlets and key influencers extended the campaign’s reach, inspiring adoption across the sector.
Result
The Future of FMCG Marketing with AR Experiences
The “Pitari and Friends” IP Showcase 2025 demonstrates how AR-driven, interactive marketing can set a new standard in Indonesia’s FMCG industry. Looking ahead, interactive packaging, AR-driven campaigns, and multi-touchpoint brand experiences are set to become key tools for FMCG brands to engage digitally native audiences, boost brand loyalty, and drive measurable business growth.
