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We wanted to understand how a digital action could trigger a physical response, and in turn create an entirely new way for consumers to engage with a brand. So we rigged a Nerf gun to a 12-volt supply and an Arduino microcontroller. We combed the Twitter API for mentions of a specific hashtag. We rebuilt the classic Duck Hunt interface. We took over a room and streamed it live. And in just 2 days, we had more than 2,800 people, from 52 different countries join us for a game of Duck Hunt, with a social twist.