Kuala Lumpur, 10 January 2022 – If nasi lemak is a national dish, MILO is a local drink. Energising Malaysians for over 70 years, the beverage brand bets their cards on the first ever limited-edition gold makeover from the iconic green MILO Tin in celebration of the year of the Water Tiger this Chinese New Year.
Hand in hand with its new launch, MILO taps into the deep-rooted history of support for national team Harimau Malaya to take on the crouching tiger with a Malaysian twist. The limited-edition gold tin showcases two designs – one featuring a female, and the other a male athlete at the front to commemorate the local football heroes, but that’s not it. Flaunting its new look, the energy drink brand adds a digital spin to the classic with a one-of-a-kind approach to tie in a Play To Experience AR mini-game along with each purchase.
Disrupting the predictable, the malt drink brand stands out this Year of the Tiger by merging the physical and digital worlds together with an easy approach: scan the QR code on the limited edition gold MILO tin to Play and Win.
Upon scanning the QR code, collectors unlock a never-before-seen game that grants you a chance to win limited edition collectibles by MILO. The addictive Chinese New Year-themed experience plays on the fitting character of a roaring tiger that welcomes you with speed, strength and power, letting 10 winners walk away with a limited edition gold MILO truck collectors set.
The team behind the tech is immersive production agency CONTEN.T. Working alongside MILO, CONTEN.T rolled out not 1, but 2 unique experiences for shoppers and customers – one that taps into AI Image Recognition technology to unlock an exclusive, customers-only game with a real-time nationwide leaderboard to keep you wanting to achieve higher scores alongside an experience that stitches the physical and digital harmoniously. The other is an Augmented Reality experience that lets shoppers summon a virtual “Tiger Dance” anywhere in their space with the scan of a QR code at its participating outlets.
“This unique experience was put together surrounding the iconic MILO tin, now in gold. We want consumers to experience the unlocking like an auspicious treasure within the MILO Gold tin; that’s where the real excitement lies”. said CONTEN.T Managing Director, Jason Ang.
To experience it yourself, you can purchase the Limited Edition MILO Gold Tin to unlock access to the exclusive game. Available nationwide from 10th January 2022 – 28th February 2022.