Disrupt the traditional Halloween candy market by positioning Frito Lay's "Intense Flavors" snacks as essential Halloween treats. The campaign centered on the Cheetos Boo! Bowl, a limited-edition spooky snacking accessory featuring a removable lid, glow-in-the-dark Cheetle fingerprints, and an integrated "Spirit Scanner." Customers accessed exclusive content by scanning an on-box QR code through the Amazon app, unlocking one of four custom videos with messages from Chester Cheetah's ghost.
The Challenge
Creating a cohesive AR experience across multiple entry points presented significant technical and UX challenges. Users needed to seamlessly transition from physical QR codes on Amazon boxes, website links, or mobile interfaces into an AR environment. The experience required integration with purchasable Cheetos Boo-Bowls featuring embossed logos, while delivering randomized Chester Cheetah ghost videos through room scanning functionality. The challenge was maintaining engagement and clarity across these varied touchpoints while ensuring the AR technology felt magical rather than frustrating.
The Experience
User Flow Development
Mapped comprehensive customer journey from initial QR code scan through AR interaction completion. This documentation enabled alignment between creative, development, and third-party video production teams on technical requirements and content specifications for Chester's ghostly appearances.
Wireframe Design
Created detailed mobile wireframes illustrating the AR interface progression, collaborating with the creative team to integrate approved pitch concepts while ensuring technical feasibility across target devices and platforms.
Cross-Platform Integration
Designed consistent experience architecture spanning desktop previews, mobile AR functionality, FireTV content display, and physical product interactions to maintain brand cohesion throughout the customer journey.
Sprit Scanner Mobile Wireframes
Impact
Successfully launched Amazon's first implementation of Text Rekognition technology combined with randomized, high-fidelity video overlays for AR experiences. The "Spirit Scanner" exceeded campaign objectives with strong FireTV engagement metrics, 1.9k completed AR ghost scans, and measurable increases in PGS brand favorability attributed to innovative Halloween sponsorship activation. The campaign established new technical precedents for product-integrated AR experiences within Amazon's advertising ecosystem.