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.”

Grand Visual, in partnership with Talon, RGA and OMD UK, took home the Grand Prize at the Clear Channel Outdoor Planning awards last night for Google Outside 2.0.

Now entering its ninth year, the awards celebrate the very best in outdoor planning from the last 12 months.

It was an exciting night as we were up for three awards, with MyMonopoly taking home Highly Commended for Best use of Digital in Outdoor, in partnership with Talon, OMD UK, Ambient and Bite PR. Google Outside 2.0 (along with Talon, OMD UK, R/GA) ended up taking the win in this category. Also up for an award, was the Pepsi Unbelievable Bus Shelter, which was shortlisted for Best use of Innovation in Outdoor, the award was won by “ESPN FC” by TPF-London.

With our recent award wins including a British Arrow Award for Pepsi Unbelievable Bus Shelter, an Opal Award for MyMonopoly, along with multiple wins at the Creative Circle awards it’s been a bumper start for the 2015 awards season.

PepsiCo has launched an innovative Digital Out of Home campaign that integrates consumer generated Vine clips into Pepsi Max digital billboard adverts. Each day, the best Vines from #LiveForNow are updated in real-time and screened across The Grid, Ocean Outdoor’s network of large-format screens spanning the UK’s largest cities.

Vine, the 6-second social video platform owned by Twitter, has never been integrated into a real-time DOOH execution before.  Through social media, Pepsi Max encourages members of the public to create and submit their “Unbelievable” Vines using the hashtag #LiveForNow, and the best submissions are integrated into the DOOH creative using the OpenLoop dashboard.

The campaign is part of the company’s larger Live For Now campaign and will be supported with YouTube videos promoting the “maximum taste, no sugar” tagline. The campaign was created by AMV, planned by OMD UK in partnership with Talon, produced by Grand Visual, with Vine moderation from Jaywing.