Dive into Milka Christmas World on Giant Screen

Milka

  • 2012
  • Germany
  • Food, Beverage & Tobacco

Giant Screen

  • TI Augmented Reality Pro SDK

Credits

  • Drewes & Keretic Agency, Total Immersion

  • Total Immersion

Mondelez International (formerly Kraft Foods), owner of Milka Chocolate, wanted to organize something special as part of the 111-year anniversary celebrations of the iconic brand.

Milka called on agency Drewes & Keretic (duntk.de) and Total Immersion to provide a Milka Chistmas campaign like no other.

Immersive fun and games on a giant-screen

After first hosting a special event at the Christmas market of Vienna during the first weekend of December 2013, Milka followed up by taking over the concourses at the Berlin and Frankfurt central railway stations for the rest of the month to offer travelers some fun away from the hustle and bustle of their journeys.

Travelers taking part found themselves projected onto a 20m2 Giant Screen and could meet the virtual Milka Santa Claus, take part in a toboggan race, or catch candy stars with the help of the Milka snowman.

A real-life Santa Claus joined the real world to complete the setting and to distribute chocolate treats and over 15 000 gifts and prizes to lucky participants.

24 day outdoor campaign in 2 national train stations. Gifts and prizes for over 15 000 participants.

“The new Milka AR campaign is unique in Germany. We want to share an innovative and fun experience with our fans over the holiday season” said Heike Hauerken, spokeswoman, Mondelez International.