Projects
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AR Treasure Hunt App – Sydney Marathon
Client: TCS (Tata Consultancy Services)
Project Type: Experiential Event Technology | AR Web Application | Gamified Brand Activation
The Brief
For the Sydney Marathon, TCS sought to create a large-scale, interactive experience that would engage thousands of marathon participants and spectators arriving from multiple entry points across the city. The goal was to merge digital excitement with physical movement—bringing runners and attendees together in a fun, tech-driven treasure hunt that highlighted local businesses, restaurants, cafés, and hotels offering exclusive discounts and rewards for marathon participants.
The challenge lay in designing a web-based AR platform that could seamlessly accommodate thousands of concurrent users, provide dynamic location-based experiences, and operate effectively even in areas with poor network connectivity. The experience needed to be simple, scalable, and engaging—turning an ordinary city marathon into an immersive AR adventure.
Our Solution
NXT Interactive partnered with TCS to develop a web-based AR Treasure Hunt application that combined real-world exploration, location intelligence, and augmented reality engagement. The platform transformed Sydney Marathon into a digital playground, where every participant could embark on a personalized treasure hunt journey the moment they arrived at any marathon entry point.
Users could follow a live interactive map guiding them to nearby “treasures”—posters placed strategically across the marathon venue featuring partner offers, coupons, and discounts. Upon reaching a location, participants switched to AR camera mode to scan the poster, instantly unlocking rewards, collecting points, and progressing through the treasure hunt.
The experience not only encouraged exploration but also drove real engagement with local partners, delivering value both to users and sponsors while amplifying TCS’s innovative brand presence at the event.
Event Setup
The experience was designed to handle high user volume across multiple access points with ease, ensuring smooth onboarding and real-time performance. The system architecture leveraged:
A scalable web infrastructure optimized for high concurrency.
AR-enabled browser technologies for instant scanning and detection.
GPS and mapping APIs for accurate location-based treasure distribution.
Partner portal integration to manage offers, rewards, and poster placements efficiently.
On-site, TCS brand ambassadors and technical support teams guided participants through the experience, ensuring effortless participation and maximum engagement.
Outcome
The AR Treasure Hunt App transformed the Sydney Marathon into an interactive citywide adventure—blending physical activity with digital gamification. Thousands of participants engaged with the AR treasure hunt, discovering exclusive offers, collecting points, and sharing their achievements on social media.
By connecting technology, gamification, and local brand partnerships, the activation not only enhanced the marathon experience but also strengthened TCS’s reputation as an innovator in experiential digital solutions.
The result was a seamless fusion of sport, community, and technology, delivering lasting memories and meaningful engagement far beyond the finish line.
