General Mills owned Green Giant initiated a digital out of home game on the big screen at Manchester’s Trafford Centre this weekend 29-30th October. The game, based on augmented reality technology, featured the Green Giant towering above passers by and challenging them to “high-5” him on the big screen.
The augmented reality game was activated when a child stood on footprints in front of the screen. The child then appeared on-screen beside the 4 metre tall Green Giant who encouraged them to jump and “high-5” him.
Each child got several attempts to “high-5’ the Giant and there were 3 different levels to complete, each one higher and more difficult to reach than the last. Participants who managed to “high-5” the Giant on all three levels triggered celebratory sweet corn fireworks.
Celebrity Colin Jackson attended the event on the 29th to help entice shoppers to take their turn at the screen. The campaign successfully entertained thousands of families over the course of the weekend and helped to raise awareness about Green Giant’s role in maintaining a healthy diet.
The concept for the experiential was developed by Work Club, and included localised OOH bus, 6 sheet and digital 6 sheet activity, alongside the launch of the Green Giant UK Facebook profile. Experiential production, technical build and interaction operation was provided by Grand Visual.