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

The promotional action, based on augmented reality, has been devised 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, The firm Mahou has carried out this weekend in the Plaza del Callao in Madrid a promotional action using the 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 to be achieved was that the barrel did not touch the ground for a minute, time that was reflected on the screen with a countdown.

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

"This action has shown, One more time, The enormous possibilities that augmented reality offers brands to connect with their target audience. The audience in the square became, for several hours over the course of three days, in the protagonist of the on-screen game, generating a fun brand experience", says Gorka Pagazaurtundua, commercial director of Callao City Lights.

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