to Story Flow
How Dynamic Tours Turn Events into Living Narratives
At large events, visitors don’t want to just look, they want to find meaning. That’s why The Cookie Labs designs experiences that guide, engage and measure participation across physical spaces.
With projects like the Guided XR Tours at the IAA Mobility and the Dynamic Tours at the Hannover Messe Dynamic Tours, we’ve turned complex venues into interactive story worlds where every step, click and discovery has purpose.
In short
We turn events and transport networks into guided story journeys: an XR tour at IAA Mobility 2023, personalised Dynamic Tours at Hannover Messe 2025 and S-Bahn scavenger hunts in Stuttgart and the Rhein-Neckar region.
- Clients
- Messe München, Deutsche Messe, Deutsche Bahn
- Services
- Storytelling engine, XR, gamification, analytics
- Formats
- Trade fairs, events, public transport
Guiding the Future in Mixed Reality
At IAA Mobility 2023 we reimagined the trade fair tour: not a brochure, but a story-driven XR experience. Visitors explored innovation routes curated by topics such as sustainability or innovation, each guided by digital storytelling layers accessible via mobile.
The challenge: keep thousands of visitors oriented and inspired amid hundreds of exhibitors.
The result: seamless navigation meets narrative immersion, bridging the digital and physical world without friction.
Project facts
- Client
- Messe München
- Year
- 2023
- Where
- IAA Mobility, Munich
- We delivered
- A story-driven XR tour with topic routes, accessible via mobile
„Every point of interest became a story node, turning exploration into a guided discovery.“
Personalized Tours, Real-Time Insights
Our next iteration of this idea debuted at Hannover Messe 2025: the Dynamic Tours.
Built on our proprietary storytelling engine, it combines narrative logic, lead generation and data analytics in one interface. Visitors select their interests and the system adapts their route and content dynamically, creating personal journeys while offering exhibitors detailed visitor insights.
Organizers gain real-time metrics on engagement, dwell time and topic interest, transforming the fairground into a data-rich storytelling environment.
Project facts
- Client
- Deutsche Messe
- Year
- 2025
- Where
- Hannover Messe
- We delivered
- Dynamic Tours: narrative logic, lead generation and data analytics in one interface
- Insights
- Real-time metrics on engagement, dwell time and topic interest
„For exhibitors it’s interaction that converts.“
Making Public Transport Playful
Before fairs and expos, the same philosophy shaped our S-Bahn Schnitzeljagd in Stuttgart and in the Rhein-Neckar region: a mobile scavenger hunt designed to reconnect people with regional mobility not through campaigns that tell them what to think, but through experiences that invite them to explore.
Instead of presenting public transport as infrastructure, we framed it as a stage for discovery.
Players traveled by train, solved challenges and unlocked stories about sustainability, local culture and the hidden logic of the network itself.
It gamified a daily routine and reframed riding the S-Bahn as an adventure, blending education, movement and fun into a format that feels lightweight, yet delivers real depth.
Rhein-Neckar — A Repeatable Challenge System With Results
In the Rhein-Neckar region, the same idea evolved into a structured challenge series: repeatable missions that combine small daily interactions with larger scavenger hunt moments. The format was designed to make entry easy and then gradually deepen engagement for those who wanted to keep going.
The results show what happens when you build participation like a journey: people engaged and progressed. The experience achieved strong completion behavior and a high share of opt-ins, proving that gamified mobility can work as a reliable engagement system.
Stuttgart — Time Travel Through 40 Years of S-Bahn
For the 40-year anniversary of S-Bahn Stuttgart, we built the Schnitzeljagd as a time-travel journey through the system’s most memorable milestones. Participants moved from the early foundations — first stations, first tunnels, first expansions — all the way to modern improvements and innovation, including features like Wi-Fi on board.
The tone wasn’t museum-like. It celebrated the quirks, local flavor and everyday moments that make a transport system part of a city’s identity. Supported by a radio partnership, the campaign also introduced a social reward layer: the most dedicated players earned access to an exclusive pocket show featuring Namika.
Highly engaging
31.4% completion rate for a multi-step experience (expected duration from 45 to 120 minutes).
User commitment
The opt-in rate consistently sat above 40%, which is unusually high for multi-step participation formats.
Activation & Re-activation
The daily challenges generated repeat participation, proving the format works not only as a one-off game, but as a habit-forming engagement model.
Project facts
- Client
- Deutsche Bahn
- Where
- S-Bahn Stuttgart and S-Bahn Rhein-Neckar
- We delivered
- Mobile scavenger hunts and a repeatable challenge series
- Result
- 31.4% completion rate and an opt-in rate above 40% in the Rhein-Neckar region
What started as a scavenger hunt became a city-wide celebration designed to scale, but still feeling personal.
One Platform, Many Journeys
Ready to Make Your Audience Move?
Across these projects, one common denominator emerged and guided us: When you guide people through stories, you don’t just move them from A to B, you move them somewhere meaningful.
By merging gamification, storytelling and data, we build experiences that help navigate not just places, but ideas.
We design dynamic journeys that inform, inspire and deliver measurable results on-site and online. Let’s create your next story to walk through.
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Questions we often hear
What are Dynamic Tours?
A storytelling engine that combines narrative logic, lead generation and data analytics in one interface. Visitors select their interests and their route and content adapt, while organisers get real-time metrics on engagement, dwell time and topic interest.
How did the XR tour at IAA Mobility work?
Visitors explored innovation routes curated by topics such as sustainability or innovation, each guided by digital storytelling layers on their phone.
What did the S-Bahn scavenger hunt achieve?
In the Rhein-Neckar region the challenge series reached a 31.4% completion rate for a 45 to 120 minute experience and an opt-in rate above 40%.
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The Cookie Labs GmbH
Stahlgruberring 3
81829 Munich
Germany
