Making Fun Moments Together with Pocky Milk’s Gamified AR TikTok Filter

Pocky is a leading brand under PT Glico Indonesia, a subsidiary of Ezaki Glico, Ltd., a Japanese multinational food and beverage company headquartered in Osaka. Since its launch in 1966, the Glico Group has turned Pocky into an iconic snack with worldwide recognition.

Adding Interactive Experiences with the Launch of Pocky Milk

In introducing its newest variant, Pocky Milk, Pocky Indonesia sought to create a digital campaign that went beyond simple product promotion. The campaign aimed to deliver an interactive experience capable of capturing the attention of younger audiences, encouraging user-generated content on social media, and conveying the core message: “Enjoying Pocky Milk together creates fun and effortless connection.”

Assemblr played a key role in bringing this vision to life by delivering an immersive experience that was not only entertaining but also encouraged social interaction and collaboration among users in the digital space.

Gamified AR Experience Through TikTok Filter

To bring Pocky Indonesia’s digital campaign to life, Assemblr partnered with Buka Cerita and Inbound ID to create an innovative Gamified AR TikTok Filter. Designed to be playful and interactive, the filter invited users to dive into a unique gaming experience.

The TikTok filter game, titled “Nge-MILK Bareng Lebih Seru”, let players control a cow character simply by shouting “Pocky.” A high-pitched voice made the character jump, while a low pitch made it slide. By tilting their heads left or right, players could switch lanes to dodge obstacles and collect signature Pocky Milk ingredients like wheat and milk. Each ingredient collected changed the character’s color, and the more ingredients gathered, the higher the score.

The gameplay was enhanced with a points system, competitive challenges, and social sharing features, encouraging users to post their scores on social media. The higher they scored, the better their chances of winning exclusive prizes from Pocky.

This campaign not only delivered an entertaining experience but also proved to be an effective engagement tool turning a product launch into an exciting digital moment that strengthened the bond between Pocky and its audience.

Our collaboration with Pocky Indonesia demonstrates how AR technology can transform simple moments into fun and memorable experiences. At Assemblr, we remain committed to being a trusted partner for brands looking to innovate and bring their stories to life in the most creative and interactive ways.

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