Nestlé MILO launched the MILO Active Pilipinas last Januaryto get the nation back into sports and from couch to court through various sports programs and activities such as the National MILO Marathon and the MILO Sports Clinic.
Aside from on-ground activities, MILO® partnered with Meta and utilized the power of technology with its first-ever gamified augmented reality filter, Digi Dash, allowing Filipinos to continue their sports journey using their mobile phones anytime and anywhere. MILO® Marathon Digi Dash is the first in Nestlé to activate an augmented reality filter requiring full body movement—making the experience close to reality. This campaign has reached over 40M Filipinos across digital platforms.Engaging over 500,000 Filipinos with a collective running distance of 20,000 kilometers, allowing anyone to get into sports and run their own “marathon” with the use of any smartphone.
A Unique and Gamified MILO® Marathon Experience for Everyone
The MILO Marathon Digi Dash filter incorporated gamification and social media, making sports more interesting and inviting for kids to participate in, with the help of their parents. Users are challenged to outrun the virtual persona of renowned coach Rio, promoting not only physical movement but also engraving a sense of perseverance and grit to kids at a young age. With its user-friendly interface and captivating visuals, MILO® Digi Dash creates an inviting atmosphere that fosters a love for sports among children. Together, kids and parents can embark on a fun-filled journey of fitness and bonding.
One of the key advantages of the MILO® Digi Dash filter is its ability to foster a sense of community. By utilizing social media as a platform, users can easily share their experiences and achievements with friends, and family. This virtual camaraderie not only promotes accountability and motivation but also encourages individuals to support one another in their fitness journeys. It also addresses the challenges posed by physical limitations or access to sports programs. By enabling individuals to engage in physical activity within the confines of their homes, this filter ensures that no obstacle can hinder their pursuit of an active lifestyle. This inclusivity allows individuals of all backgrounds and abilities to participate, thereby promoting a healthier society at large.
“Getting kids into sports has always been engraved in the brand’s DNA, and with the help of technology, we are continuously exploring innovative ways to maximize the digital experience to create avenues for kids to enter into sports. The success of the MILO® Digi Dash is the first of many AR filters to democratize access to sports through gamification,” shared Liz Chua, Nestle eBusiness Manager for Beverage and Confectionery.