Tosta Rica (Adam Foods) · Gamification, 3D, AR
Tosta Rica and Liga F virtual collection
Visualife, in collaboration with Tosta Rica, has developed a digital game experience that has reinvented how consumers interact with physical products in the FMCG environment.
Through a collecting mechanic based on the digitisation of themed biscuits, this initiative has shown how gamification can multiply interactions, build loyalty and emotionally connect the consumer with the brand.
This game format is highly transferable: it can be used with any type of collectible linked to a physical product, or developed 100% in a digital environment. In the latter case, the experience becomes a treasure hunt where users chase 3D elements that appear when scanning QR codes placed around a physical space.
These kinds of dynamics are ideal for shopping centres,
zoos, aquariums, theme parks or any family-friendly setting, accessible from a simple mobile device.
Context and Objective
Tosta Rica, one of the most iconic brands in the children’s and family biscuit segment, was looking for a way to connect with new generations, strengthen its brand image and add value to its product without changing its essence.
The solution came from Visualife, which proposed transforming the classic printed biscuits into a digital collectible experience. Drawing on the growing interest in women’s football and the power of collecting, a game was born with a clear objective: digitally collect the 35 biscuits from the special edition of players and team crests from La Liga F.
How the Game Works
- Product purchase: The consumer buys Tosta Rica biscuits with special collection prints.
- Access to the game: From a mobile or tablet, the user enters the game developed by Visualife.
- Scan and collect: By uploading a photo of the biscuit from within the app, the system recognises it automatically and adds it to the user’s digital collection.
- Rewards: On completing the collection, players unlock an Augmented Reality experience featuring a 3D trophy. In addition, the first two to complete the collection receive VIP tickets to a La Liga F match.
Key Results
- More than 500,000 brand interactions during the campaign.
- Thousands of active players, with a high level of repeat play.
- Increased product purchase frequency during the promotion.
- Strong social media visibility thanks to the viral effect of the collection and user-generated content.
- High brand exposure time and a strong degree of emotional engagement.
Benefits of Gamification for FMCG Brands
- Increases Engagement: Turns an everyday act such as eating a biscuit into a fun, motivating and shareable experience.
- Boosts Loyalty: Encourages repeat behaviour and competitiveness around completing the collection and unlocking exclusive prizes.
- Bridges physical and digital: Naturally connects the real product with the digital environment.
- Versatility and speed of implementation: Visualife’s system adapts to all kinds of collectibles in a matter of weeks.
- Drives brand value: Reinforcing values such as sport, innovation and equality.
- Applicable across multiple environments: This type of experience can run with physical products or entirely digitally. Fully virtual versions, activated by QR and with 3D objects in augmented reality, offer an ideal opportunity for brands and public spaces (such as shopping centres or theme parks) looking to attract and entertain families without needing to download complex apps.
The Tosta Rica campaign with Visualife is a clear example of how well-designed gamification can transform a traditional product into a memorable digital experience. Beyond the figures, the key lies in creating shared value: the consumer enjoys themselves, is entertained and feels they are winning; the brand gains awareness, loyalty and a new channel of direct communication with its audience.
The case shows that these strategies are not just a trend, but a powerful, effective tool that any FMCG brand can integrate into its marketing mix to drive results.
We have had a very good experience working with VisualLife. They adapted to what we needed, understanding our idea from the outset and helping us bring a unique digital experience with our biscuits to life. Their ability to grasp the approach we were looking for and turn it into a functional proposal has been key.
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