The My Little Pony Virtual Fun Race was a first-of-its-kind hybrid event in the region, launched at Suntec City during the 2022 June school holidays. Designed to drive footfall and reward shoppers, the initiative utilized the 42Race mobile app to merge physical exploration with digital gamification.
Participants were tasked with clearing 10 mission checkpoints scattered across the mall, where they solved quizzes and interacted with exclusive augmented reality (AR) Instagram filters featuring their favorite ponies. To encourage active living, a "Steps Challenge" was integrated, allowing participants to earn extra Suntec+ points and brand vouchers by hitting movement milestones anytime, anywhere.
The campaign successfully incentivized spending, as shoppers redeemed race tickets with a minimum $50 spend to unlock premium rewards. These tickets granted access to highly coveted exclusive goodie bags—containing tote bags, masks, and pins—and physical finisher medals, creating a memorable and high-value experience for over 10,000 users and their families.
