1. Brief
Lay’s, the classic potato chip brand, wanted to create an augmented reality activation to extend its “Cheer of Champions” campaign for the UEFA Champions League. The activation would invite participants to use a touch-screen poster to create hilarious football-themed “Cheer of Champions” selfies for online and social sharing.
2. Response
Grand Visual developed an interactive, augmented reality experience which mimicked Lay’s Snapchat lens, allowing shoppers to select one of the new crisp packet designs to match their team’s colours. To create the interactive experience a digital 6 sheet was transformed with custom touch-screen hardware, including facial recognition technology, real-time motion tracking and augmented reality software.
3. Results
The digital OOH campaign was live in September 2016. A social video captures participants using the touch-screen poster to create hilarious football-themed ‘Cheer of Champions’ selfies for online and social sharing. The social video was the 2nd most viewed social video from Lay’s ESP and had 63% higher views than the average video posted to their channel.
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.”
