Visualife, in collaboration with Tosta Rica, has developed a digital gaming experience that has revolutionised the way consumers interact with physical products in the FMCG (Fast-Moving Consumer Goods) sector.
This initiative has demonstrated how gamification can multiply interactions, boost customer loyalty, and create an emotional connection between the consumer and the brand.
This game format is highly adaptable: it can be used with any kind of collectable linked to a physical product or developed entirely in a digital environment. In the latter case, the experience becomes a treasure hunt, where users collect 3D elements that appear by scanning QR codes placed around a physical space.
These kinds of experiences are perfect for shopping centres, zoos, aquariums, theme parks, or any family-oriented setting, and they can be accessed easily using a 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 altering its essence.
The solution came from Visualife, which proposed turning the classic printed biscuits into a digital collectable experience. Leveraging the growing interest in women’s football and the popularity of collectables, a game was born with a clear objective: to digitally collect all 35 biscuits from the special edition featuring players and team crests from La Liga F.
How the Game Works
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Product Purchase: Consumers buy Tosta Rica biscuits featuring special printed designs from the collection.
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Accessing the Game: Users access the game developed by Visualife via their mobile or tablet.
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Scanning and Collecting: By uploading a photo of the biscuit through the app, the system automatically recognises it and adds it to the user’s digital collection.
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Rewards:
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Once the collection is complete, players unlock an Augmented Reality experience featuring a 3D trophy.
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The first two to complete the collection win VIP tickets to a La Liga F match.
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Key Results
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Over 500,000 brand interactions during the campaign.
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Tens of thousands of active players, with a high repeat play rate.
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Increased purchase frequency of the product during the promotion.
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Significant social media visibility, boosted by the viral effect of the collection and user-generated content.
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Extended brand exposure time and a strong emotional connection with the audience.
Benefits of Gamification for FMCG Brands
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Boosts Engagement: Transforms an everyday act—like eating a biscuit—into a fun, motivating, and shareable experience.
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Enhances Loyalty: Encourages repeat participation and competition by rewarding users for completing collections and unlocking exclusive prizes.
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Bridges Physical and Digital: Seamlessly connects the real product with the digital environment, creating a natural hybrid experience.
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Quick and Versatile Implementation: Visualife’s system adapts to any type of collectable and can be rolled out in just a few weeks.
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Strengthens Brand Value: Reinforces brand values such as sport, innovation, and equality.
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Applicable in Multiple Settings: This type of experience can be delivered through both physical products and fully digital formats. 100% virtual versions—activated via QR codes and featuring 3D objects in Augmented Reality—offer an ideal opportunity for brands and public spaces (like shopping centres or theme parks) to attract and entertain families, all without the need for complex app downloads.
The Tosta Rica campaign with Visualife is a clear example of how well-executed gamification can turn a traditional product into a memorable digital experience.
Beyond the impressive figures, the real key lies in creating shared value:
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The consumer has fun, feels rewarded, and enjoys the interaction.
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The brand gains visibility, loyalty, and a direct communication channel with its audience.
This case proves that strategies like this aren’t just a trend—they’re a powerful and effective tool that any FMCG brand can integrate into its marketing mix to boost results.
We have had a very good experience working with Visualife. They adapted to our needs, understood our concept from the outset, and helped us bring a unique digital experience to life with our biscuits. Their ability to grasp the approach we were seeking and turn it into a functional proposal has been crucial.
Georgina Riba - Product Marketing Manager Adam Foods
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