R&R Partners and Busch Collaborate on Big Buck Hunter AR Mobile Game to Support Wildlife Conservation

by Stephen Sapka

Busch to donate $1 to the National Forest Foundation for every score posted on Twitter – donation doubles on National Hunting and Fishing Day (September 28)

R&R Partners, an independent marketing and innovation agency, reveals its collaboration with Busch to create the smartphone-powered Augmented Reality version of the popular arcade game, Big Buck Hunter—in support of Busch's commitment to protecting the great outdoors and raising awareness around wildlife conservation efforts.

The Big Buck Hunter AR game is accessible to anyone with a smart phone and offers the same great gameplay as the popular arcade version, elevated with gyroscopic capability. Developed as part of Busch's broader partnership with Big Buck Hunter, the game can be accessed by going to busch.com/bigbuckhunter or by scanning a beer code on any can from one of six types of specially-marked Busch and Busch Light x Buck Hunter packs.

Utilizing assets provided by original Big Buck Hunter game creator, Play Mechanix, R&R Partners generated custom 3D modeling to support mobile optimization, in addition to custom work around Busch-branded blue bucks with gold antlers and other elements such as score screens and The Busch Guy—all while maintaining the integrity of the game under 15MB. The first week of launch saw over 52,000 sessions with an average play time of 4 minutes.

“R&R Partners combines first-of-its-kind creative with emerging technologies to give its partners a competitive advantage in an ever-evolving connected age,” said Ben Ursu, Vice President of Digital Technology.

“It’s typical for games of this kind to vary from 50MB-60MB in size. Our team was able to develop a beautiful experience in less than 15MB to ensure anyone with a mobile phone can play and support the cause.”

Every time consumers play and post their scores on Twitter, Busch will donate $1 to the National Forest Foundation. This donation will double to $2 for every share on National Hunting and Fishing Day (September 28) to help further raise awareness around wildlife conservation needs. All gamers are also entered for a chance to win a Buck Hunter machine of their own.

To learn more about the partnership between Busch and Big Buck Hunter, head to Busch.com or Busch social channels (@BuschBeer).


Big Buck
The Busch Guy
National Hunting and Fishing Day
R&R Partners