Client Case Study

Día de los Muertos Campaign Delivers Engaging Experiences through Augmented Reality

IMS works with clients to explore new ways to drive deeper connections with their customers at retail. When a major Mexico-based beer brewery and exporter wanted to establish itself as the official beer of Día de los Muertos, a Mexican holiday that celebrates the lives of deceased loved ones, their annual merchandising campaign needed to deliver in a big way. Client marketers worked with the IMS MerchTech™ team to bring its Día de los Muertos campaign to life with a new augmented reality campaign that could work across an array of printed merchandising components that would surprise and delight consumers both on- and off-premise.

Project Details

The IMS client account team orchestrated multiple different development resources and stakeholders to bring this project to life.

While IMS MerchTech™ experts designed and built the AR experience and ensured content consumption compliance by integrating an age-gating component, our merchandising experts focused on curating campaign components that support augmented reality and could be deployed on- and off-premise.

These teams also coordinated with client marketers and a creative agency to develop the campaign’s print, digital, and animation components, ensuring everything would function in sync to deliver a coordinated experience.

Outcome

Calls to action on table tents and other campaign components prompted on-premise consumers and shoppers to scan QR codes. After confirming their age, a fully immersive, three-dimensional augmented reality experience launched on the user’s device.

Consumers were thrilled to discover they could bring a Calavera (skeleton) mariachi band to life by simply scanning with their devices, and excited to share it with friends and family on social media.

This connected campaign increased brand engagement, drove sales, and delivered media attention. The client was able to deliver memorable experiences for consumers, building brand equity, and establishing itself as a major Día de los Muertos player.

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