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
AUGUST 2021 OUR PREMIERES THE OUTDOOR PHOTOCALL RETURNS WITH THE PREMIERE OF 'GARCÍA Y GARCÍA'. Finally we could return to the outdoor photocall, since the pandemic began a year and a half ago....
JULY 2021 EVENTS IN OUR SPACE CALLAO CINEMAS OPEN THEIR ROOFTOP AS AN EVENT VENUE La llegada del buen tiempo es el mejor momento para asistir a eventos al aire libre. Callao City Lights abre su...
JULY 2021 OUR PREMIERES AMAZON PRIME VIDEO PRESENTS THE SECOND SEASON OF EL CID The terrace of the Callao Cinemas was the setting chosen by Amazon Prime Video for the presentation of the second...