artgital 藝次元互動科技│Safe Ride AR Slot Machine

In most alcohol marketing, interaction design and communication language often revolve around the product and the brand itself, while safety reminders remain passive disclosures. For Diageo, however, the real question was not whether the interaction served only brand exposure, but whether the reminder could be remembered and used at a critical moment.

For this project, artgital collaborated with Ogilvy and deliberately set brand boundaries aside, choosing an entertaining AR slot machine as the interactive entry point. The interaction recognized warnings, not brands. Any alcohol warning could be scanned to activate it, allowing a serious safety issue to be reopened through a light and intuitive action. Pulling the slot machine was not only a game experience, but also a choice to place social responsibility before marketing. In the fun, the project protected a value more important than brand exposure.

To make responsible-drinking reminders instantly accessible in any drinking environment, the project used web-based augmented reality as the core and built a highly adaptable AR slot-machine interaction system. The system adopted image-target-based AR triggering, using the mobile camera for real-time image analysis and feature-point matching. When users scanned any alcohol warning, 3D AR interactive content appeared in alignment with the physical environment and launched the full animation and prize flow.

The overall architecture combined real-time image tracking, spatial alignment, and an optimized 3D rendering pipeline, ensuring that the interaction could load quickly and run stably in highly variable environments such as bars, restaurants, and event venues. With this design, responsible drinking was no longer limited by brand or venue. It could be truly practiced through every decision to get home safely.

To let people quickly scan any warning, whether on a convenience-store poster or a restaurant table tent, and activate a lively slot machine, the interaction needed to create a clear sense of surprise and rhythm within a short period of time. Because a single model had to carry multiple animation states, the system used GLB format to integrate the model, allowing launch, spin, and result animations to connect naturally.

The moment a warning was scanned, the slot machine appeared and started. A static reminder became a rhythmic and expectant interactive experience, turning every scan into a memorable choice for safety.