Modelo Awakened “ Día de Los Muertos” with an Augmented Reality Experience
How did Modelo generate a 16.5% Increase in Sales in Markets?
Modelo beer brand unveiled an out-of-home campaign for the Day of the Dead, the annual celebration observed in Mexican culture, featuring a billboard that springs to life in augmented reality. The mural could be seen at select locations in Miami, Washington, D.C., Charleston, S.C., and Ft. Lauderdale, Fla.
To activate the web-based experience, smartphone users need to visit the ModeloMural.com website with a mobile web browser and enter their age to confirm they’re 21 or older. When they are in, users have to point their smartphone cameras at the mural to see a 3D animation.
Modelo’s campaign shows how the beer brand continues to develop marketing efforts with the latest mobile-based technologies. The combination of a billboard with an AR experience aims to engage smartphone users with original content they can share on social media. Because the AR activation uses web-based technology and doesn’t require a separate app download, it’s more accessible to a wider group of people with different models of smartphones.
The Modelo Campaign Results
- 16.5% increase in sales in the markets
- Generated over 180K social media impressions
- The average dwell time was 2-3 minutes
- Generated 7.2 million earned media impressions
Modelo is among the brands that have combined mobile technology with “out-of-home” advertising, which is a powerful channel that urges consumers.
To have some data, out-of-home advertising grew 4.5% in 2018 to reach $8 billion, per the Out of Home Advertising Association of America (OAAA). This experience represented 29% of the total 2018 revenue, but there were also increases in the four main formats: billboards, street furniture, transit, and place-based.
There is no doubt that out-of-home experiences grew between 2018 and to present day, and it is going to grow faster in the near future. More and more companies are creating new ideas in order to make their users part of their brands in a different and innovative way. If you want to be one of them, get to know XR Technologies by Clicking Here 👈🏼