Mondelēz International and Nabisco’s Oreo, Trident and Ritz are using augmented reality technology to promote their sponsorship of One Direction’s 2013 North American tour.
The augmented reality packaging features the band on more than 21 million specially-marked packages. Each experience can be unlocked by downloading the 1D VIP app, pointing the mobile device at the package and scanning it to reveal a message from One Direction. Fans can also download the free 1D VIP app at either the Apple or Google Play stores, snap a photo of their favorite snack package with a mobile device and unlock an exclusive experience featuring One Direction.
Once the experience is opened, fans can continually check back for new content, such as voicemails from One Direction and a cyber-photo booth where fans can create images of themselves with the Band.
One Direction fans can also enter for a chance to win VIP concert tickets and private access to one of three concerts through 1DVIP.com or specially-marked packages.
“It is incredible to see snacks and pop culture collide to satisfy the tastes of the people and engaging a fan to work on behalf of our brands in this capacity is a first for us. We couldn’t be more excited about sponsoring this tour and to have a correspondent bringing content to the masses makes it even better,” said Stephen Chriss, Senior Director, US Media and Consumer Engagement at MondelezInternational. “Through Kylie, snack brands like OREO, RITZ and TRIDENT are able to shine brighter than they already do by delivering memorable experiences to millions in a way we couldn’t do with any typical tour sponsorship.”
“The One Direction tour campaign is one of the biggest U.S. integrated programs our collective brands have launched in recent years,” said Chriss. “With several ways that we’re reaching our consumers, not just at the concerts but well beyond, we’re giving a truly integrated experience that offers something for everyone — whether you’re a fan of 1D or a fan of one of our brands.”