We created Qantas Points Quest, an interactive treasure hunt game that challenged users to find hidden products in a pixel world inspired by 8-bit video games.

The game functioned as a mirror for the real Qantas Points site, virtually mapping out partners and asking consumers to locate 5 products, completing a series of micro transactions (much like online shopping) and seeing how points could be earned – from renting a car to buying shoes on eBay.

The gameplay was designed to be compelling enough to encourage users to engage repeatedly, with new items randomly generated each time users played.

Our product-driven approach was a huge success, actively engaging consumers in the gameplay with more than 1.2 million entries submitted during the campaign, and over 6 million products found in the virtual world.

Not only were consumers engaging with the partners, they were engaging in a deeper way, with the average user playing more than 5 times and spending more than 14 minutes on the page, learning and discovering more ways to earn points through partners.

The experience itself was so compelling, a super fan singlehandedly played the game more than 6000 times – all within work hours.