Augmented reality promotes canned drinks

Shopping for canned drinks can be a blend of enjoyment, freedom and fast action. And young consumers in Germany are being invited to see how that’s possible with the use of new media.

An advertising campaign starting this week aims to make consumers to point their smart phones at the ad page whereupon video clips show street artists taking flying leaps over counters and shelves, balance handstands on till belts – and deftly snatch a drinks can from a stack in mid-somersault.

Canmaker Ball Packaging Europe (BPE) is launching the campaign in collaboration with Zurheide, a retailer operating a number of Edeka stores in the North Rhine-Westphalia region. Smart phone users implement the app ‘junaio’ to view videos of Urbanatix, a team of street artists, who provided the actors for the clip.

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