CASE STUDY: Red Stag create a 'The Party Terminal' at Gatwick
Provided by Blackjack Promotions
Brand Interaction/encouraging consumers to sample the new Red Stag drink & to join the 'Red Stag Party' using Augmented reality
What was the Challenge / Background of the Campaign?
To promote the launch of a new whiskey infused drink from Jim Beam, Blackjack's staff were on hand to distribute samples to adult passengers at Gatwick South Terminal and encourage them to get involved with the 'Party Terminal', an augmented reality activity which super imposed the passenger onto a stage with two digital dancers.
What was the Campaign Objective?
To introduce passengers from the target group to the new product from Jim Beam, taking advantage of the great opportunity for brand exposure available at the airport.
What was the Solution?
The promotional stand at the teminal comprised of a sampling bar and a Red Stag backdrop. When activated, the image of the passenger was projected onto a flat scrteen TV with two Red Stag dancers who danced with the passenger at the 'Red Stag Party'. The technology took three photos of the passenger with the dancers and uploaded the photo of their choice to their Facebook page, enabling them to share their experience with their friends.
What were the Results?
Over 8,500 passengers sampled Red Stag and 1,720 passengers took part in the 'Party Terminal'.
What were the Key Learnings of this Campaign?
Not just a sampling campaign - creating a fun attraction to interact with meant our Brand Ambassadors had longer to talk to the consumer and ultimately up sell the new product. As well as current sales the 'party terminal' gave the product viral presence through automatically uploading/tagging on Facebook. This meant it reached far wider than the current airport passengers - more importantly the brand was in direct view of like minded people - through the consumers friends - who were the target audience.