The brief
A Tumblr focussed campaign with creative AR concepts
Our initial idea was to bring an image of a dragon to life using Augmented Reality, something we had previously done for other campaigns. We looked at what was trending on tumblr and found out that 'foldables' was amongst the top trending tags for that period.
We used the data to inform our decision and build this campaign using foldables.
The idea (Craft-Your-Dragon)
Create foldables of the main characters (crafting is huge on tumblr and foldables was a major trend). Tumblr users could download the foldables with instructions via the blog. The resulting models were AR enabled, allowing the characters to come to life and driving deep engagement.
Pre-sales mocks
The foldable template
The challenge
Previous AR campaigns created at Verizon Media did not perform particularly well as they were primarily app based AR executions and our users did not see much incentive in downloading an app to experience an ad/feature.
The solution
We took at look at various Web AR solutions available at the time. For this campaign we decided to proceed with A-frame as this would give us more device independence and reach.
The team
Interactive Developer
Project Manager
Product Designer (myself)
The foldable
This was the final version of the paper foldables we created for the campaign
Web AR User Journey
To create a seamless experience for our users, I printed the QR code and instructions under the base of the paper template. Users had to scan the QR code at the bottom and then scan AR trigger to see the dragon blow out fire.
The campaign on tumblr View on tumblr
See it in action (Live demo)
1) Scan the QR code below
2) Allow camera access
3) Scan AR Trigger below the dragon
The promotion
The activity was promoted via Tumblr Sponsored Posts and a Tumblr Sponsored Day
Campaign results
Earned engagements:
28396
Value of earned engagements:
£18, 173.44
