MARCH 2018
Other actions on our screens
MAHOU TURNS CALLAO SQUARE INTO A BARREL CELLAR
In support of the Mahou’s new Barrica line launch, lager beers aged in oak barrels, the brewing company Mahou held an Augmented Reality action in Madrid’s Square of Callao, using the technology provided by Callao City Lights.
The audience participated in an original interactive game, where they could see themselves on the screen placed on Cines Callao’s main façade, interacting with a digital barrel until it burst. The challenge consisted of keeping the barrel from touching the ground for one minute. During this time, it was on the screen, with a countdown.
The AR action, designed by the Wildbytes agency in collaboration with DigitasLBi and carried out with Callao City Lights’s participation, was shared on social media with the hashtag #RevientaLasReglas (#SmashTheRules). This hashtag was also used for a national campaign (with TV and Digital media presence), aimed at a young target audience, people who have smashed the rules with the way the live their life, inspiring the brand to also smash the rules in the beer category.
Other premieres at Callao City Lights
MOVISTAR PLUS + CHOOSES CALLAO CINEMAS FOR THE PREMIERE OF ‘EL MAGO POP LANDS IN USA’
APRIL 2025Events in our spaceMOVISTAR PLUS + CHOOSES CALLAO CINEMAS FOR THE PREMIERE OF ‘EL MAGO POP LANDS IN USA’.Packed to the rafters at Cines Callao for the premiere of ‘El Mago Pop Lands in...
EUROPEAN PREMIERE OF ‘THE CHOSEN: THE LAST SUPPER’ IN CALLAO CINEMAS
MARCH 2024Events in our spaceEUROPEAN PREMIERE OF ‘THE CHOSEN: THE LAST SUPPER’ IN CALLAO CINEMASCines Callao was the setting for the European premiere of the fifth season of the hit series ‘The...
EXCITEMENT AND NOSTALGIA AT THE PREMIERE OF ‘FOQ: THE NEW GENERATION’
FEBRUARY 2024 Events in our space EXCITEMENT AND NOSTALGIA AT THE PREMIERE OF ‘FOQ: THE NEW GENERATION’ Atresplayer once again chose our space, this time to celebrate the premiere of ‘FoQ: La...
