Lay’s, the classic potato chip brand, is rolling out a social video featuring shoppers having fun with an Interactive AR poster at a busy mall in Madrid. The video captures participants using the touch-screen poster to create hilarious football themed “Cheer of Champions” selfies for online and social sharing.
Produced by Grand Visual, the DOOH execution mimics Lay’s’ Snapchat Lens, allowing participants to select one of Lay’s new crisp pack-designs to match their team’s shirt colour. Other real-time animations such as beards, brows and face paint can then be added.
The Lens layers the effects to give the impression that the participant is wearing their team’s shirt against the backdrop of a busy football stadium. Users can then take photos of their humorous football poster, and moment of fame, and share their selfie online with friends and family.
To create the interactive experience a digital 6 sheet was transformed with a custom touch-screen hardware build from Grand Visual, including facial recognition technology, real-time motion tracking and augmented reality software, to enable the layering of ‘facial effects’.
DRUM captured footage from the mall stunt in a video which has been shared on Lay’s’ International Facebook and YouTube channels.
The DOOH activation was planned and booked by Talon and OMD International and supports a broader outdoor and multichannel push from Lay’s this month.
Aman Matharu, at PepsiCo commented:
“DOOH is the perfect platform for bringing our popular Lay’s Cheering bags activity to Out of Home audiences, in a fun, accessible and memorable way. We have also tapped into the most popular mobile app of the moment whilst harnessing the excitement and anticipation for Europe’s most revered sporting event, is a great way of driving relevance and buzz, whilst creating assets that can extend the life of the campaign online.”
Dan Dawson, Chief Creative Technology Officer at Grand Visual, commented:
“Digital Out of Home can deliver personal and engaging experiences that get people interacting with your brand in a fun and engaging way. Lay’s have produced a DOOH activation that can also be shared online, further extending the reach and impact of the campaign and integrating the activity within their broader digital strategy.”