PNJ's 'Xuân Tài Lộc 2025' Campaign: Driving Engagement with Innovative AR Web-Based Games and Location-Based Intelligent Gift Distribution

Phu Nhuan Jewelry Joint Stock Company (PNJ), a leader in Vietnam’s jewelry industry, reaffirmed its market dominance with the highly creative and impactful 'Spring of Prosperity 2025' campaign. Marvy Co. was honored to be the strategic partner behind the gamification engine of this success story, delivering comprehensive game development services that helped drive impressive campaign results.

With over 1 million game plays and 500,000 customer data entries collected, the campaign proved how combining technology and customer experience can unlock powerful marketing outcomes. This bold initiative further underscores PNJ’s commitment to embracing the latest digital trends to deliver unique customer journeys.

A Breakthrough in Gamification Marketing

The 'Spring of Prosperity' campaign is an annual tradition by PNJ to bring good fortune and prosperity to customers at the start of the lunar new year. In 2025, PNJ elevated this celebration with a cutting-edge gamified web experience, using AR (Augmented Reality) to create an engaging, interactive playground directly on mobile browsers.

The game transformed the traditional "welcoming of the God of Wealth" into an interactive AR experience, allowing players to "catch" a virtual God of Wealth and win lucky rewards. This fusion of cultural tradition and modern technology generated widespread excitement and participation.

Immersive AR Experience: Catch the God of Wealth

The AR game, "Catch the God of Wealth", created a gamified shopping experience like no other. Players used their mobile browser—without any app installation—to engage with an interactive 3D world:

Gameplay:

• Players scanned a flat surface with their phone camera to launch the AR experience.
• 3D jewelry and a glowing God of Wealth would appear in the environment.
• Players swiped to throw a virtual golden orb toward the deity.
• Upon hitting the target, the orb captured the God of Wealth, triggering a reward screen.

Especially in this campaign, customers were divided into two distinct segments, each receiving personalized offers to enhance interaction and individual engagement

For new customers:

1. Visit PNJ’s campaign website and enter a phone number.
2. Choose the "San tai loc" mode to start the game.
3. Search and capture the God of Wealth in AR.
4. Receive a surprise reward.

For existing PNJ customers:

1. Enter a phone number and previous order number.
2. Choose "San tai loc" mode.
3. Successfully capture the God of Wealth.
4. Receive higher-value rewards based on purchase history, creating a truly gamified shopping experience.

Earn Extra Game Plays

Every player starts with 5 daily plays. Extra plays can be unlocked by completing missions, each successful action adds 2 bonus plays:

• Invite friends via SMS
• View brand banners
• Share the campaign on social media

Daily Check-in Rewards

PNJ also introduced a Check-in & Win mechanic to boost engagement:

• 🏆 10-day streak: Receive a 500K voucher
• 🏆 20-day streak: Receive a 1 million VND voucher

Non-AR Mode: Seamless Access for All Devices

To ensure universal participation, Marvy Co. developed a Non-AR version for devices with limited capabilities or incompatible browsers. This mode replaced the camera-based interaction with screen gestures, allowing players to swipe to rotate the 3D environment and aim to throw the golden orb manually.

Despite lacking AR, this version retained:

• Smooth animations
• Immersive sound effects
• Exciting gameplay interactions

Intelligent Gift Distribution System

Marvy built a location-based intelligent gift system, tailored to user profiles, playtime, purchase value, and geography. PNJ could, for example:

• Prioritize gift delivery in regions with low store density
• Target areas with lower purchasing power

This ensured maximum marketing ROI and localized brand engagement.

Marvy Co.: The Strategic Force Behind the AR Game

As PNJ's trusted partner, Marvy Co. executed key components of the campaign:

• 3D Modeling: Created the God of Wealth and golden orb models
• WebAR Game Development: Engineered the AR experience entirely on the web
• Backend Development: Built a reward distribution engine based on location and behavior
• Code Optimization: Ensured high performance and low server load during traffic spikes
• UX/UI Design: Prioritized seamless and enjoyable user journeys

UX Design: Focused on Simplicity & Personalization

• Straightforward game flow with clear instructions for all demographics
• Two tailored user journeys:
  • New customers: Play instantly by entering a phone number, then complete optional missions
  • Returning customers: Enter phone number + order code to unlock exclusive rewards
• Fully integrated with PNJ’s website for brand consistency
• Personalized experiences based on user data

UI Design: Festive, Responsive & Interactive

• Eye-catching visuals reflecting the Tet holiday theme
• Dynamic animations and vibrant audio effects
• Mobile-first responsive layout
• Bold CTA buttons (e.g., “Lucky Hunt”, “Invite Friends”, “Enter Code”) in red and gold, with modern micro-interactions

3D Modeling & Animations: Bringing Characters to Life

Marvy invested heavily in rich visual storytelling through high-quality 3D assets:

• God of Wealth: Joyful, auspicious character design to invoke feelings of good fortune.

• Golden Orb: Shimmering orange orb with sparkles and glowing trails

• Animation Effects: Orb flies in a curved or spiral path toward the God of Wealth. On impact, the orb glows, absorbs the character, then explodes into stars and light bursts. Visual effects create a magical, uplifting, and festive AR experience

Advanced Tech Stack for Peak Performance

To deliver a seamless experience across devices, Marvy Co. employed:

• WebAR: Browser-based AR with no app install required
• AR World Tracking: Enabled realistic, real-world positioning of virtual elements
• Optimized algorithms: Reduced server costs and maintained stability during high traffic

Campaign Impact: Measurable Success

The campaign set new benchmarks in interactive marketing for the jewelry sector:

• 1,000,000+ plays: Massive engagement through the gamified AR game
• 500,000+ customer data entries: Valuable insights for future campaigns
• Smart gift system: Personalized, location-aware reward delivery boosted conversion rates and user satisfaction

Overcoming Challenges

Marvy Co. tackled several technical challenges:

• Low-end device performance: Introduced Non-AR mode for broader accessibility
• Server traffic surge: Code-level optimizations ensured platform stability under peak load

Conclusion

The 'Spring of Prosperity 2025' campaign is a stellar example of how gamification marketing and interactive web games can revolutionize brand engagement. Marvy Co. is proud to be the creative and technical partner behind PNJ’s success.

If you're looking to deliver gamified shopping experiences that excite and convert, partner with Marvy Co. today!