Farms of The Future AR Game for McCain Foods

Project Objectives

McCain Foods set out to launch a global campaign that would resonate with a broad audience through an interactive and entertaining experience.

The goals were to capture attention with something fun and hands-on, simplify a complex topic about regenerative agriculture through play, introduce users to modern farming methods, and drive strong engagement across multiple channels.

Solution Deployment

We launched Farms of the Future AR as a full-scale WebAR game, accessible through mobile browsers. The experience placed users in the role of a farmer, challenging them to grow virtual potatoes using regenerative techniques and then turn those potatoes into fries.

To make the journey more engaging, we introduced two characters: Vera, a friendly farm guide, and Wormy, an AI-powered soil expert developed using Inworld.ai and trained on McCain’s own knowledge base. These in-game companions guided users through hands-on learning moments. They made complex topics feel simple, fun, and relatable.

To boost replayability, we added a competitive edge. Players could climb a leaderboard by farming and frying more potatoes. Top scorers earned real-world rewards.

The Outernet Takeover

To extend the reach, we adapted the experience into a two-player gesture-based game for Outernet London, where users competed on massive immersive screens from March 27–30.

The game was also deployed at 5 popular shopping malls across the UK, including Bluewater, Bullring, and The Arndale, through interactive touchscreens, as well as at Chelsea Market in New York City—bringing the experience to a wide range of public spaces.

The Results

This WebAR mobile experience drew a diverse audience, averaging over 6 minutes of active user engagement. It became a centerpiece of McCain’s global campaign—successfully combining fun, competition, and education.

To support the rollout, we created a 3D animated promo video that grabbed attention and drove participation. We also rendered a cinematic Unreal Engine scene of the farm to enhance the Outernet London activation.

Key Features

• Full-scale WebAR gamified experience
• Two-player gesture-based version reimagined for Outernet London
• Interactive 3D content
• Engagement-driven leaderboard challenge
• Omnichannel campaign: DOOH, on-site immersive screens, digital platforms
• Two AI-powered in-game characters: Vera and Wormy
• 3D animated promotional video

Visit https://rockpaperreality.com/our-work/mccain-farms-of-the-future/ for the full story or email us at hello@rockpaperreality.com to talk about your next XR campaign.