MARCH 2018

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

HEALTH & SAFETY MEASURES COVID

HEALTH & SAFETY MEASURES COVID

NOVEMBER 2020 Our Events  HEALTH & SAFETY MEASURES COVID   At Callao City Lights we ensure compliance with COVID 19 regulations and to do so we need the collaboration of all the professionals...

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