Cadbury Take Over Waterloo Station screen with Augmented Reality

Added: 4th June 2014

Cadbury have brought to life the UK's largest digital screen at Waterloo Station with their brand new #FreeTheJoy campaign, using augmented reality to transform the screen in to a motion-capture style game for the public.

Members of the public could see themselves on the screen as they made their way across the station with several objects appearing on the screen in front of them which they had to kick and hit in order for them to disappear.  The objects were made to look as though they were being moved in sync with the people playing with them, but in reality there were hidden members of the Cadbury team moving the objects to interact with the public.  Rewards were given in the form of Wispa bars and Dairy Milk for people taking part.

To incorporate a real time social media element to the activity, tweets from fans using the #freethejoy hashtag were displayed on the same screen which were ever changing in relation to what was happening on the screen, providing a direct link between online and face to face marketing in a successful experiential campaign.  The activity lasted 2 days long and was produced by GolinHarris and PrettyGreen, attracting over 160,000 consumers.

Over the past year Cadbury has been exploring new ways to promote their brand to an ever changing market.  Realising and understanding a changing of the tides, 2013 and 2014 have saw the sweet food giant change the way they do things quite significantly and favouring the "Storytelling at Scale" method.  This entails utilising social media more so than they ever have before alongside TV, and creating memorable moments in real time through the use of mobile and outdoor promotions and using a mixture of curated content and paid posts.

You can see the video for the #FreeTheJoy augmented reality activity at the following link: https://www.youtube.com/watch?v=CiZCW_lWW0M

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