HowUsersGetEasilySatisfied:DemodernDevelopsAugmentedRealityFiltersandGamesforInstagramandFacebookforNestléWagner
Hungry? Got wanderlust? Both?! How about a delicious pizza with an extra serving of Augmented Reality on top - like an interactive topping, so to speak. To ensure that brands from the FMCG segment can also benefit from the current "Social AR" trend, Demodern has developed a strategy for digital product extensions in Augmented Reality. For Wagner from Nestlé, the experts in Creative Technologies are now playfully bringing BIG CITY Pizza locations into the homes of their consumers in the form of interactive face filters and games - true to the motto "BIG CITY eat - BIG CITY experience." Alongside Beiersdorf and Kellogg's, Nestlé is the third company in this segment for which Demodern is implementing Augmented Reality solutions.
For Wagner, Demodern has designed and developed special AR effects using Facebook’s tool “SparkAR.” With the BIG CITY Pizza “Boston,” the user becomes a personalized basketball hoop, “London” turns them into a Queen’s Guard with bearskin hat (no laughing allowed!), and with “Rome,” they travel through time and transform into a gladiator from ancient Rome - Russell Crowe would be impressed. Next up is Budapest, where they have quite the task as a cool pizza delivery person, ensuring the pizza is delivered as quickly as possible (and still hot) - without falling into the Danube, of course. And as if that wasn't exciting enough, with Amsterdam, cheese pieces fly around their ears...
All filters and games are designed to be used together with a friend, and others can be challenged by tagging them. The games are played on Instagram and/or Facebook, with no need to download an additional app. This is just one reason why Demodern chose SparkAR for Wagner's case. In an iterative process, the creative possibilities of the tool were first tested, followed by the technical implementation. High quality with quick results is guaranteed. Demodern has already gained initial experience with SparkAR in implementing face filters for the German National Tourist Board as part of Bauhaus100.
Unboxing with a twist...
From the executive implementation, a 30-second video was also created. With the moving image format at TV level, Wagner actively promotes the game on all young channels VOD, Twitch, Snapchat, and YouTube. Additionally, during the campaign, Marcel “Scorpion” Althaus shares the various filters with their community on behalf of Wagner and the in-house Influencer Marketing Hub. The communication concept behind it comes from the agency Cocomore. A crucial tool in all measures: The BIG CITY pizza boxes. Scanning the printed QR code takes you to the respective filter. And even to unlock special Easter Eggs, the physical box is integrated into the digital interaction. How? The user has to find out for themselves. But here's a hint: According to Facebook, this hasn't been done in this form before.
The Demodern team at the Cologne location is responsible for developing the filter and game ideas, designing, and technical implementation, showing how "Social AR" helps the brand stay connected with its customers - an increasingly important topic in times of social distancing and economic uncertainty. More filters and games for all other BIG CITY Pizza locations are either on the way or can already be tried out.