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Educational institutions have a special social responsibility to initiate processes of sustainability transformation in society, nevertheless, activities that effectively address students as well as employees are rather moderate. To initiate change alongside strategic and political decisions, this paper aims to present findings of a gamification intervention (hereafter referred to as climate duel), which was implemented in a field study and tested to assess its potential as a supporting and transformative approach in a university context.

A three-month field study was conducted with two universities of applied sciences. The study included an environmental impact analysis of the two participating university departments, the conception and testing of the intervention and associated surveys to evaluate the effectiveness of the intervention in order to and to obtain feedback that would allow the duel to be scaled up at other universities or institutions.

Three hundred seventy-five people took part and saved 2.6 tons of greenhouse gas emissions through their participation in the climate duel and their corresponding behavioural changes. In addition, feedback from the participants yielded positive results in terms of behavioural changes and generated valuable evidence for future implementations. Nevertheless, there is still room for improvement, especially in terms of supporting communication activities that promote social relatedness to motivate each other, share experiences or deal with implementation difficulties in everyday life.

Building on the promising effects of gamification, the study is a showcase for applied science. With the possibility of testing a theory-based intervention in practice, an implementable, effective and scalable measure for universities that helps to accelerate the transformation process is available.

Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.

This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.

The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.

The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.

AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.

This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.