Cadbury is the first brand to create a live augmented reality (AR) experience on the new [email protected] screen in London. The 40 metre length indoor LED screen — which spans the gate line of six platforms — featured Cadbury’s “Win Your Joy in Chocolate” promotion as a domination event over two days in June.
Commuters were delighted and surprised as 3D virtual models of “chocolate joy” appeared above their heads while they waited for their trains. Passengers were unafraid to get physical as they tried to burst the virtual models by grabbing, clapping, kicking and even kissing the virtual animations! When successful they were rewarded with a Cadbury bar by promotional staff on the station concourse.
The campaign was created by integrated marketing agency Elvis. Grand Visual developed a bespoke interactive application to create the real time, spontaneous joy experience for consumers on the concourse. The campaign was planned and bought by PHD and Talon Outdoor.