To highlight Universal Studio’s latest King Kong 3D attraction, D&G arranged for these huge footprints to be left in the sand on Santa Monica Beach, complete with a crushed lifeguard vehicle for added effect.
A bit stunty, yes. But imagine walking down to the beach to discover these one morning or, better yet, looking out of your sea-facing window to spot a whole trail of them walking up the coast.
What else could you do?
Send out ‘Giant ape sighted’ alerts to key voices in the area?
Engage with the local sasquatch believers/hunters?
Hide things in the actual prints themselves?
Building up to the event, plant reports of ape sightings?
However, this example from Hugo Boss, really does bring AR to the masses with an ease of participation so simple, a monkey could do it.
Take a look…
Here at 1000heads we talk a lot about Breadth vs Depth when it comes to levels of engagement. How we do reach as many people as possible while maintaining the option of deep level engagement to those that have the time and interest to cough up some real emotional investment.
Admittedly this isn’t the deepest of campaigns, but then again it doesn’t need to be.
What I love the most is that it takes a tangible real-world asset with digital components to drive real-world traffic to its offline store. In this case, the shop front to get your (personalised?) message – and then once there – it drives you inside to discover if you’ve won a money off coupon.
With the popularity of doing your shopping online showing no sign of waning, high street retailers need to consistently find innovative ways to increasein-store footfall.
Hats off to Hugo Boss. An instant success with instant word of mouth.
Don’t believe me? Watch the video again and see the crowds of people outside the store attracting the attention of passers-by…
Trust us – Re-inventing the shop front: it’s the next big thing.