Mahou promotes its new beer with the augmented reality of Callao City Lights

The promotional action, based on augmented reality, It has been designed by the agency Wildbytes in collaboration with DigitasLBi and developed with the participation of Callao City Lights.

In support of the launch of its new range of Barrica lager beer, at the company Mahou carried out a promotional action this weekend in the Plaza del Callao in Madrid using augmented reality technology available in Callao City Lights.

The public was able to participate in an original interactive game that allowed them to see themselves on the screen of the main façade of Cines Callao interacting with a digital barrel until it burst.. The challenge was to ensure that the barrel did not touch the ground for one minute., time that appeared reflected on the screen with a countdown.

The action, which has been spread on social networks under the hashtag #RevientaLasReglas, It has been designed by the agency Wildbytes in collaboration with DigitasLBi and developed with the participation of Callao City Lights, that manages the outdoor screens of the Callao Cinemas. The physical production of the event has been carried out by the company Komodo.

“This action has shown, one more time, the enormous possibilities that augmented reality offers brands to connect with their target. The public in the square became, for several hours and over three days, in the protagonist of the game on screen, generating a fun brand experience”, points out Gorka Pagazautundua, commercial director of Callao City Lights.

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