Nabisco Engages Boy Band Fans in Augmented Reality
To generate awareness for its Nabisco cookies, crackers, confections and gum products, Mondelez International, which owns the brand, sponsored One Direction’s North American Tour. But to really make music with the fans, it created a free mobile app that allowed fans to get up close and personal with the English-Irish pop boy band.
The 1DVIP app, which was available through Google Play and Apple iTunes stores, allowed fans to unlock exclusive content including background wallpaper for their phones, photos of One Direction, voicemails from the band, geo-targeted text messages from the group about upcoming concerts and fun, “on the road” updates. Fans also gained access to One Direction through the Augmented Reality portion of the app.
Using specially marked Nabisco snack boxes as an AR target, fans held a Nabisco package up to their webcam to scan. On their monitor, One Direction appeared to materialize atop the package as if it were really there. Each member of the band would pop up on the box and talk to the 1DVIP. Once the experience ended, each participating Nabisco brand delivered a behind-the-scenes glimpse of the band.
More than 150,000 fans downloaded the app, and more than a million apps were opened. Fans purchased 21 million specially marked Nabisco brand packages.