MDew X-Men – Hidden videos in a can
About the project
In collaboration with BBDO/Proximity, we created the Mdew Scan Augmented Reality app for Mountain Dew's Middle East campaign, which lets the brand create a truly direct connection between the product and the topic it sponsors – in this case, the latest installment of X-Men. After launching the app, whose design specifically evokes X-Men with striking visuals, customers hold the scanning screen up to the drink can to watch exclusive teaser videos of the popular film not available anywhere else. In certain Middle Eastern countries – such as Saudi Arabia, where there are no cinemas at all – this provides a strong incentive to purchase. But it's a popular solution elsewhere too, since it includes teaser videos that can't be seen anywhere else. Available in Arabic and English, the app – however simple – is a great example of how a smartphone app can be used directly in communication, dressing up the product with exciting multimedia content and thereby boosting sales.
