Lunchables Campaign
When’s the last time you paid attention to a billboard? Consumers are bombarded with so many messages that they typically tune them out. But customized advertising via augmented reality is changing the game and attracting eyeballs. By turning billboards into interactive devices that encourage viewers to stop and actually direct the messaging, companies are finding that outdoor can deliver more than just passive impressions. Lunchables is one example of a brand that has taken its interactive campaign to the streets. Consumers in three markets were able to take photos with various pieces of fruit placed on their faces through augmented reality technology. Saved photos were then transferred to an oversized LCD wall and updated across all markets. Consumers were encouraged to enter their email addresses to receive their photos to share, creating not just onsite activation, but added viral “legs” via social media. And as a bonus: every one that plays along with the billboard triggers a 10-lb. fruit donation to a food bank.