Reaching over 1,000 students a day with Augmented Reality
When the pandemic disrupted traditional university campus engagement, PwC built its Virtual Park to reach students. A year on, with campus activities still on pause, the student recruitment team were keen to progress their virtual offering, to allow them to be present without being physically present, and encourage students to explore their campuses.
Setting the scene
With engagement at the heart of PwC’s recruitment, the team wanted to build on the technology advances made through lockdowns to do something new which would appeal to the digital native student population. And so a brand new web-based Augmented Reality (AR) Scavenger Hunt was created, reaching the largest student audience in the team’s campaign history.
Using GPS technology, the experience was accessible at over 100 university campuses in October 2021 and over 90 universities in January 2022. It kept alive the tradition of an employer-led campus campaign and gave students plenty of opportunity to engage with the PwC brand.
How we helped
Students access an interactive AR platform by simply tapping a link or scanning a QR code on their phone to enter the PwC Metaverse. The students’ mission was to search for a series of knowledge tokens to complete the scavenger hunt.
While playing the game, students gained information about PwC’s recruitment opportunities, were signposted to event listings to meet our team, and learnt how they could find out more about our business. Once the game was completed, each student was automatically entered into a prize draw to win tech bundles and the ultimate grand prize of an electric car, supporting the firm’s Tech for Good strategy.
“Tech is changing the way we live and work, and our people and clients are at the forefront of that change. Graduates who join PwC join a tech-connected community, collaborating on some of the world’s most challenging issues. Our AR Scavenger Hunt showed students how we do business while giving them the opportunity to build skills in new and unexpected ways. The campaign hit the mark with the digital savvy student population and was a brilliant way to engage them with our brand.”
Making a difference
The Scavenger Hunt, showcased how PwC does business and brought students along on a virtual journey. It also presented an accessible solution for university students to learn about the brand, removing any logistical, financial or other obstacles to attending recruitment events. As university life began to return to normal following the pandemic, the game encouraged participants to get to know their campuses and immerse themselves in student life.
The campaign generated record levels of student engagement, with the game being launched over 61,000 times over the course of the campaign, averaging 1,100 players a day.
Traffic to our student careers website grew, showing an increased appetite for opportunities and events. Some 50,000 page views were generated and visitors spent double the average amount of time on the site.
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