STB Introduces Augmented Reality Game on Snapchat to Promote Mountain Safety
The Slovenian Tourist Board (STB) continues to champion mountain safety with a fresh and innovative approach — this time using AR to reach younger audiences. In partnership with Snapchat's platform development team, STB has launched Hike Safe, a fun and educational game designed to teach safe hiking practices in the Slovenian mountains — in both summer and winter conditions.
Tehnologijo obogatene resničnosti (Augmented Reality – AR) platforma Snapchat ponuja v okviru formata Snapchat Lens, ki velja za eno njihovih najnaprednejših tehnoloških rešitev. Zaradi kreativnih in zabavnih pristopov Snapchat še posebej nagovarja generacijo Z, ki je bila tudi osrednja ciljna skupina projekta. S to pobudo si pri STO prizadevajo na poljuden, sodoben in mladim prilagojen način ozaveščati o osnovah varne opreme za gibanje v gorah – na platformi, ki jim je blizu in jo redno uporabljajo. Izobraževalno igrico, zasnovano v Snap Lens okolju, so poimenovali Hike Safe, oziroma v slovenščini »Varno v hribe«.
Snapchat’s advanced AR Lens technology is at the heart of this initiative. With its creative and fun approach, it’s a natural fit for Generation Z — a key target group for this project. STB aims to meet this audience where they are: on platforms they know, use and enjoy.
The game was developed using cutting-edge AR technology.
The Hike Safe game is available on the Feel Slovenia Snapchat profile, under the Lenses tab and combines entertainment with safety education in a distinctly Slovenian mountain setting.
How the Game Works
Players become hikers navigating a mountain trail, earning points by selecting the correct equipment for the conditions. In the lower, spring-summer zone, users must choose essentials like: a map, hiking shoes, weather-appropriate clothing and a nutritious snack. As the trail ascends into winter terrain, additional safety gear is required: an ice axe, a helmet, crampons, a headlamp. This way, the game teaches seasonal preparedness and responsible mountain behaviour in a fun, interactive format.
The player earns points by collecting the necessary equipment for summer and winter conditions in the mountains.
Set in an animated version of the Kamnik-Savinja Alps, the game offers players a virtual journey through some of Slovenia’s most iconic alpine scenery. The first section unfolds in Kamniška Bistrica, with views of mountain huts and Kamnik-Savinja Alps in the background. The second stage follows the trail from Kamniško sedlo to Brana, simulating a real-life climb through snowy peaks.
Currently promoted in Germany, France, Italy and the Czech Republic – countries from which many hikers visit Slovenia.
With Hike Safe, STB is blending digital innovation with outdoor education. By gamifying the fundamentals of safe hiking, the initiative not only entertains but also instills essential knowledge – potentially saving lives and enhancing experiences in Slovenia’s breathtaking mountains.
Ready, steady – into the mountains!
You can play the Hike Safe game by scanning the SnapCode available on slovenia.info or by visiting the Feel Slovenia profile on Snapchat under the Lenses tab.
SnapCode for direct access to the Hike Safe game on Snapchat
Simply scan or click on the SnapCode with your Snapchat camera to launch the game and explore a fun, interactive trail through the stunning Slovenian Alps — all while learning the essentials of safe hiking in both summer and winter conditions.
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