A Week in WebAR: Ally + MONOPOLY Transform Cities into a Live Board Game and Adidas Surprises Commuters
We’re sensing a growing trend of brands using web-based AR to bring an element of surprise and delight to their customers’ daily routines, with entertaining games that truly augment their realities. Check out how these companies took over trains and sidewalks to gamify commutes around North America:
Ally Bank Transforms Cities into a Live MONOPOLY Game
In October, Ally turned six American cities into a giant MONOPOLY board game scavenger hunt with the launch of the WebAR campaign: Ally + MONOPOLY®. The game gave passersby the chance to win up to $50,000 in cash, a new Jeep Wrangler, and up to $1 million in other prizes.
Created by agencies Anomaly, MediaCom and m ss ng p eces, and powered by 8th Wall, the activation allowed users to quickly unlock the game by using a link or QR code which appeared on life-size game squares. The squares appeared on sidewalks throughout New York, Chicago, Detroit, Charlotte, Dallas and Seattle.
By partnering with Hasbro, Ally managed to gamify financial literacy with everyone’s favorite board game. And, by leveraging WebAR, the companies were able to remove the friction of entering the experience, allowing busy pedestrians to immediately access the content while going about their day.
Adidas Turns Transit Passes into Scratch Cards
To promote its newest line of sneakers, Ultraboost 19, adidas wrapped streetcars in Toronto with “Boost My Ride” messaging. Once passengers step on board, ads within the cart invite them to scan a QR code to turn their transit pass into a scratch card using WebAR, which they can then tap to “scratch” in order to reveal if they won a prize.
Winners could then hop off the tram at adidas’ flagship store in Toronto to claim their prize. The activation was created by interactive agency Jam3 using 8th Wall, and was part of a campaign that extended from outdoor to social media, to the flagship store itself.
The activation is one of the first WebAR campaigns to integrate outdoor media with AR content to funnel customers to a physical storefront, where they could instantly cash in on their winnings.
How do you see AR activations augmenting the routines of consumers? Do you think this is part of a new trend in immersive marketing? Leave us your thoughts in the comments or tweet us @the8thwall!