www.avinteractive.com: Grocery chain Tesco has rolled out an interactive marketing campaign that enables shoppers to become one of the two main characters from the new Wicked movie.
The Witch Flavour Are You? campaign – which is promoting drinks brand Robinsons’ new glittery squash – features an augmented reality (AR) ‘magic mirror’ that can transform people into Elphaba or Glinda in real time.
2 comments:
This is a really neat little installation - it’s interesting to see how marketing campaigns are beginning to work more with augmented reality concepts like this one instead of the standard still advertisement (or even the short video ones on billboards). Especially at a Tesco’s (it’s a store adjacent to Target or Walmart) - having this combined with a sampling area is a surefire way to get more customers and more people that are genuinely interested in the product. It’s the hook to the conversation with the consumer, and it seems like they are nailing it. I do wonder if we talked to ourselves even 5 years ago if this kind of ad becoming more common would surprise us? It’s an interesting way to advertise a drink based on a movie but it seems like it’s an effective one overall. Interactive advertising is becoming more common and I find that really fascinating.
I can't help but think how the blend of augmented reality (AR) and marketing is reshaping the way we experience both retail and pop culture. The idea of transforming everyday shoppers into iconic characters like Elphaba or Glinda from Wicked with a "magic mirror" is pure magic, and it taps into something more than just the promotion of a new drink. It’s an intersection of technology, creativity, and storytelling, which reminds me of how drama and other fields of art use immersive elements to bring stories to life.What’s particularly striking is how it mirrors immersive experiences we often see in theater. In a similar way to how a live performance can transport an audience to another world, this AR technology allows us to step into a Wicked narrative.Like a stage production that breaks the fourth wall, this AR mirror draws the audience (or shopper) into the magic, breaking the usual boundary between performer and spectator. I find it exciting how these kinds of initiatives are blurring the lines between art forms—virtual reality, advertising, and live performance
Post a Comment