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 actions on our screens
JANUARY 2021 Actions on our Screens CALLAO CITY LIGHTS USERS INCREASE BY MORE THAN 20% The Christmas period has been crucial in boosting Callao City Lights' impact and audience figures. Traffic...
DECEMBER 2020 Actions on our Screens VODAFONE, MRS. RUSHMORE AND YMEDIA MAKE THE FIRST 3D CAMPAIGN IN CALLAO CITY LIGHTS Vodafone was the first advertiser to use the 3D technology of Callao City...
DECEMBER 2020 Actions on our Screens SUCCESSFUL INAEM CAMPAIGN IN CALLAO CITY LIGHTS The retargeting mobile strategy carried out by the National Dance Centre, belonging to INAEM, in Callao City...