The Snoopy Wilderland Christmas (formally Festive Wild-erland) was a high-engagement activation at Mandai Wildlife Reserve celebrating the 50th anniversary of the Snoopy Beagle Scouts. Spanning from November 2024 to January 2025, the campaign transformed the Singapore Zoo and Bird Paradise into an interactive playground where families explored nature through the lens of the iconic PEANUTS characters.
The initiative was heavily centered on dual-mode gamification:
Physical Missions: Young explorers used a themed mission booklet to navigate four checkpoints in each park, solving observation-based puzzles—such as identifying enrichment items at the orangutan habitat—to earn limited-edition physical badges.
Digital Quests: Utilizing the Mandai App, visitors embarked on a 10-stop digital adventure across the reserve. These missions tested memory and observation skills, rewarding successful "scouts" with unique digital achievements and random-draw character pins.
Beyond the trails, the event integrated fringe gamification including a "CPR Sprint" game and bandage-technique challenges by the Singapore Red Cross at the Pavilion by the Lake. This multi-layered strategy successfully increased park dwell time and fostered a deeper connection to wildlife conservation, all while driving massive social media engagement through larger-than-life character installations and "Kawaii" photo-ops.
