Creativity in mobile

Carlsberg launched a co-promotion with SKY TV and wanted to engage their customers via an on-pack mechanic, across every pack of Carlsberg in market. OMD UK and Lucidity Mobile collaborated to create a UK first – mobile markerless augmented reality gaming. We were able to create an interactive on-pack game triggered by the existing Carlsberg packaging.

Consumers downloaded an iPhone app which was promoted via mobile media and Facebook. They then could play “Can Catch” in 3D on their device or play in the real world by holding their mobile over a pack of Carlsberg.