Pepsi Max have had a huge win with the latest installment of their ‘unbelievable’ campaign. Having already embedded Vine short videos into their digital OOH sites, they took innovation to the next level, adding some Augmented Reality to the world around us by creating what seemed like a see-through bus shelter 6 sheet. However a camera was actually feeding live footage of the street on the other side of the shelter to create the illusion of transparency. While the public unassumingly wait for their bus to arrive, they see on the screen a variety of unbelievable scenarios; including man eating tigers running down the street, octopus-tentacled monsters popping out of a manhole cover, giant laser-wielding robots roaming about, and flying saucers hovering in the sky.
It’s safe to say that the reaction to the bus shelter, both in the real world and online, has been sensational with the Youtube video of people’s reactions garnering nearly three and a half million views at my last count.
It’s a brilliant example of how one great OOH execution can amplify a brand and generate significant earned media, not only engaging people on the streets, but creating PR buzz that, in this case, meant it even featured on CNN in the US.