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
FULL HOUSE AT THE PREMIERE OF ‘CRISTO Y REY’
JANUARY 2023 EVENTS IN OUR SPACE FULL HOUSE AT THE PREMIERE OF 'CRISTO Y REY' Nobody wanted to miss the preview at Cines Callao of 'Cristo y Rey', the eagerly awaited series about the relationship...
C.TANGANA PREMIERES HIS FIRST FILM AS AN ACTOR IN CALLAO CINEMAS
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KARAOKE AND G-MEN AT THE PREMIERE OF ‘VOY A PASÁRMELO BIEN’.
AUGUST 2022 EVENTS IN OUR SPACE KARAOKE AND G-MEN AT THE PREMIERE OF 'VOY A PASÁRMELO BIEN'. Hundreds of fans of all ages attended the preview of Voy a pasármelo bien, the musical comedy to which...
