Indomilk x Pokémon: Transforming Milk Packaging Into an AR Adventure

Indomilk partnered with Pokémon to create an innovative augmented reality (AR) experience that transformed ordinary milk packaging into an interactive collecting game. This case study explores how this partnership leveraged AR technology to increase brand engagement, drive repeat purchases, and create a memorable experience for Indonesian families.

Campaign Highlights

• 40+ Pokémon Characters to collect through package scanning
• Weekly & Bonus Missions to encourage repeat engagement
• Multiple Prize Categories including Fidget Toys, Lego, and retail vouchers
• Comprehensive Admin Dashboard for winner and prize management

The Challenge

Indomilk faced several market challenges:

• Creating meaningful differentiation in the competitive children’s milk category
• Engaging digitally-savvy young consumers
• Increasing purchase frequency among existing customers
• Building stronger emotional connections with the brand

The Solution: Catch & Collect

The “Indomilk Kids Catch & Collect” campaign turned every milk package into a gateway to an augmented reality Pokémon experience. By scanning product packaging with a smartphone, children could:

• Capture popular Pokémon characters
• Build their digital Pokédex collection
• Complete weekly missions and special challenges
• Earn real-world rewards including toys and retail vouchers

Implementation Process

UX Research & Design

Research focused on creating an experience appropriate for children that would also appeal to parents. Key design elements included:

• Intuitive, child-friendly interface with large buttons and clear visuals
• Simple navigation between collection screens, scanning features, and rewards
• Bright, appealing visual language consistent with both brand identities
• Categorized Pokémon view (by name, color, and element)

AR Development

The technical implementation required:

1. Dataset Creation: Training the AR recognition system on 40+ unique Indomilk packaging designs
2. Computer Vision Integration: Developing algorithms to accurately identify specific product packages
3. Character Mapping: Linking each recognized package to the appropriate Pokémon character
4. 3D Rendering: Creating engaging animations when characters are successfully captured

Gamification Structure

The campaign employed multiple engagement mechanics:

• Core collection of 40+ Pokémon characters to “catch”
• Weekly rotating missions to encourage regular interaction
• Special photo challenges with unique poses
• Tiered rewards system with digital achievements and physical prizes

Conclusion

The Indomilk x Pokémon AR campaign demonstrates how innovative technology can transform conventional packaging into an engaging digital experience. By connecting physical products to the digital world, brands can create more meaningful interactions, drive repeat purchases, and build stronger emotional connections with consumers.

This case highlights the power of AR not just as a novelty, but as a strategic tool for building brand loyalty through gamification and interactive storytelling.