M&M's characters brought to life with augmented reality
Announcement posted by Access Public Relations 13 Mar 2013
Mars Chocolate has brought its famous M&M’s characters one step closer to their fans in a major augmented reality experience last Friday in Melbourne’s Federation Square, in conjunction with Starcom.
As part of the M&M’s Come Alive campaign, passers-by were able to meet the chocolate brand’s ambassadors in the heart of the city.
“The M&M’s characters are iconic and it was great to bring the personalities of the characters to life with our consumers,”Mars Chocolate Marketing Segment Leader, Matthew Graham said.
“Activations like these allow people to have meaningful experiences with the brands they love, and provide great content to be broadcast to larger audiences.”
The activation builds on the success of the M&M’s Action Pack, which allows smartphone users to bring M&M’s to life in 3D off specially marked packs.
A digital media campaign will roll out with footage of the activation in the coming weeks.
Starcom worked with Habitat Media on the activation and Devotion on the augmented reality technology. Creative and animation has been devised by Clemenger BBDO.
About Starcom MediaVest Group
Starcom MediaVest Group (SMG) is a leading global media communications agency with offices in 67 countries and is part of the Publicis Groupe. In Australia, SMG has six offices, billings of more than $700 million and is the most awarded full service agency. SMG offers its clients creative thinking and solutions, where humanity meets marketing science. It has a depth of fully integrated, specialist talent in investment, business management, digital, strategy planning, econometrics, research and search. SMG is a member of negotiating group Australian Media Exchange.
“The M&M’s characters are iconic and it was great to bring the personalities of the characters to life with our consumers,”Mars Chocolate Marketing Segment Leader, Matthew Graham said.
“Activations like these allow people to have meaningful experiences with the brands they love, and provide great content to be broadcast to larger audiences.”
The activation builds on the success of the M&M’s Action Pack, which allows smartphone users to bring M&M’s to life in 3D off specially marked packs.
A digital media campaign will roll out with footage of the activation in the coming weeks.
Starcom worked with Habitat Media on the activation and Devotion on the augmented reality technology. Creative and animation has been devised by Clemenger BBDO.
About Starcom MediaVest Group
Starcom MediaVest Group (SMG) is a leading global media communications agency with offices in 67 countries and is part of the Publicis Groupe. In Australia, SMG has six offices, billings of more than $700 million and is the most awarded full service agency. SMG offers its clients creative thinking and solutions, where humanity meets marketing science. It has a depth of fully integrated, specialist talent in investment, business management, digital, strategy planning, econometrics, research and search. SMG is a member of negotiating group Australian Media Exchange.