Actimel Minecraft: One Connected Platform. Eleven Markets. Millions of Possibilities.

When global campaigns involve licensed IP, multiple languages, local regulations and different prize fulfilment requirements, launching isn't the difficult part. Launching everywhere at once is. For the Actimel Kids x Minecraft campaign, Danone needed a digital platform capable of delivering one connected consumer experience across Europe while still feeling local in every market. Holograph designed and delivered the technology behind that experience, creating a scalable platform that connected on-pack QR codes, web technology, AR, instant win mechanics and fulfilment into one seamless journey.

The Challenge Launching a campaign in one country is relatively straightforward. Launching the same campaign across 11 markets introduces a completely different level of complexity. Each territory required: Different languages Different legal requirements Different prize structures Different promotional periods Different fulfilment processes Consistent user experience regardless of markets Building eleven separate platforms would dramatically increase development time, testing effort and long-term maintenance. Instead, the objective was clear: Build once. Deploy everywhere. Partner's Involved Actimel (Danone): Adhering to brand guidelines Holograph: Designing competition flow, developing campaign components, managing the domain setup for all the markets Minecraft: Supply the licensing for campaign artworks Markets UK & Ireland, France, Spain, Germany, Belgium, Slovakia, Czech, Hungary, Romania, Ukraine and Bulgaria. Key Objectives Bring the Actimel Kids x Minecraft partnership to life through an engaging connected packaging experience. Drive consumer interaction beyond the point of purchase by connecting physical packaging with digital experiences. Deliver one scalable campaign platform across 11 European markets while supporting local languages, campaign rules and rewards. Capture first-party consumer data through a seamless registration journey. Increase engagement and repeat participation through interactive gameplay, digital content and instant win mechanics. Create a flexible campaign infrastructure that could be centrally managed while adapting to local market requirements. Holograph Solution Holograph designed and delivered an end-to-end connected experience, bringing every stage of the Actimel x Minecraft campaign together into one seamless consumer journey. Rather than treating this as a standalone promotional experience, we engineered the entire journey around one objective: “Create one connected experience that could scale across every market without adding complexity for consumers.” On-Pack Entry Consumers simply scanned the QR code on participating Actimel packs to unlock the campaign, creating an effortless bridge between the physical product and the digital experience. A single scan opened the door to everything that followed. Registration & Return Journey Consumers could quickly register or sign in before entering the experience, creating a persistent identity that allowed them to return throughout the campaign without starting again. This not only simplified the consumer journey but also enabled first-party data capture across every participating market. Interactive Brand Experience Once inside, consumers explored an AR interactive digital experience inspired by Minecraft. Rather than directing users straight to a prize mechanic, the campaign encouraged exploration, engagement and discovery before leading naturally into the reward experience. Every interaction was designed to extend the time consumers spent with the brand rather than simply completing a transaction. Rewards & Instant Win As consumers progressed through the experience, they unlocked opportunities to participate in instant win mechanics. Reward eligibility, allocation and validation were managed seamlessly behind the scenes, allowing every interaction to feel immediate while ensuring campaign rules remained consistent across multiple markets. Multi-Market Orchestration Behind every interaction, the platform coordinated localisation, campaign rules, translations, reporting and operational requirements across 11 European markets. While each market could manage its own campaign configuration, consumers experienced one consistent journey from start to finish. One Connected Platform By bringing packaging, registration, engagement, rewards and campaign management together, Holograph delivered a scalable platform that allowed Danone to launch one connected campaign across Europe rather than building separate experiences for every market. The result was a campaign that felt simple for consumers while orchestrating the complexity required behind the scenes.

Holograph Delivered Create a brand compliant, fun and unique AR experience merging Actimel's health elements with Minecrafts visuals. Configure and update our existing translation tool to make it user friendly and convenient for all the foreign markets to use. Configure the prize mechanics to be flexible to handle some differentiation in prize handling between the markets. Create the end to end competition flow for all 11 markets. Develop a real time reporting dashboards containing key metrics for all markets to gauge campaign performance. Testing our robust system to ensure correct handling for all the markets. Crafting fulfilment emails and setting up fulfilment emails so all foreign markets are able to edit via translation tool. Locale configuration to adapt to all 11 markets. Configuring frontend screen to also display fufilment emails for more user friendly experience. Real-time analytics dashboard Campaign reporting Ongoing deployment and technical support Hero Metrics Over 1.7 Millions QR code Scans Over 1.7 Millions Visits Over 150k Actimel Accounts Created 45% of users opted in for marketing communications Over 360k Complete Entries Learnings Importance of Centralised infrastructure: Managing a rollout across 11 distinct markets taught us that centralised systems is a key approach to ensure global consistency. By building a bespoke, user friendly translation tool and fulfilment interface, we shifted the focus from "solving technical hurdles" to "optimising local performance". The Insight - Our infrastructure empowered local teams to act with autonomy while ensuring the global brand remained protected. Frictionless Competition Flow: With over 1.7 millions scans occurring mostly in busy homes or retail environments, we learned that every second of loading time increases the risk of a suer dropping off. By streamlining the journey from the initial scan to the entry form, we captured users while their interest was at its peak. The Insight - In high volume promotional campaigns, the path to prizes must be as short as possible to convert casual interest into a completed entry. Authentic Visual Integration through AR: To make Actimel feel "at home" in the world of Minecraft, we adapted the brand's assets to match the game's iconic pixelated style. This ensured the AR experience felt like a native part of the game rather than an intrusive advertisement. The Insight - When working with high-profile IPs, the brand must speak the audience's visual language to earn their engagement.