Twist it your Way with Augmented Reality: Kraft Foods promotes their latest product to bored teenagers

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Twist it your Way with Augmented Reality: Kraft Foods promotes their latest product to bored teenagers

Take an everyday situation, “Twist it your Way” and share it with your friends, is the message Kraft Food addresses to teenagers in their latest European campaign for their chewing gum Trident Twist. Using latest innovative Augmented Reality application by Total Immersion, this promotional campaign is leveraged by social networks and encourages a main 14- 17 year old target to have some fun by creating funky “twisted” photos of themselves.

Once the “Twist it Your Way” Application is downloaded on their mobile devices such as iPhone or Androids, users are able to ‘Twist’ their own faces from any location and at any time using various accessories such as crazy sun glasses, large moustaches, funny ears and noses or hats and groovy hair styles. They can then share and spread their results amongst friends by email or on Facebook. When posting their photos on the “Twist it your Way” own Facebook page, they can also participate to a weekly competition of the best picture created using augmented reality, with the winners being able to ‘Twist’ a personalized pair of branded trainers.

This Augmented Reality cross-platform experience forms the basis of an ‘engagement’ platform in Kraft’s pan-European Campaign. By targeting teenagers,in a fun manner that uses the latest innovative technology, Kraft is providing consumers withsocial ammunition to raise their status and increase connections within their social networks. Other assets in the broader campaign (TV, Outdoor) support the apps by maximising product awareness and driving consumers to the digital ‘hub’..

The application has so far been launched in Portugal, Greece, Spain, and France on Facebook (FR, PT, ES, GR) on Android mobiles and iPhone.

 

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