Beefeater Gin celebrated Black Friday with the launch of a dynamic 3D billboard, created by McCann and Craft, in one of the busiest shopping areas in London. The disruptive activation will run for a week, and uses 'Deep Screen’ technology to immerse consumers in a visceral experience of ’The Spirit of London’.
A Snap code, visible on the billboard situated at Four Dials, Stratford, explodes a hovering Big Ben and Beefeater London Dry Gin bottle into the skyline. To drive engagment, those sharing the AR experience on their own social media channels are eligible to redeem a free Beefeater & Tonic at local venue, Bat & Ball. The bespoke Snap lens, created by digital experience agency Unit9, is also available worldwide and activates on any skyline, with paid support being put behind key UK cities to kickstart the campaign.
The complete multi-million-pound campaign includes TV, OOH, DOOH and Social in over 23 markets worldwide between now and the end of gin-season next Spring. Brazil kicked things off with a takeover of the Primavera Sound Festival, which included The Spirit of London playing throughout the festival, including the main stage big screens, as well as TV and digital amplification running simultaneously.
"It is so exciting to see The Spirit of London digital-first consumer engagement platform grow bigger, better and more advanced each year around the world,” said Beefeater Gin Global Brand Director, Murielle Dessenis. ”With this latest launch, we enhanced the core campaign idea through a disruptive, immersive media approach and new digital interface. We are super proud as a team to have combined a captivating media experience with augmented reality engagement, a winning combination designed to engage our audience.”
The investment in The Spirit of London platform follows Beefeater’s recent collaboration with East London-based artist Lakwena, who created a limited-edition bottle and pop-up gallery in Shoreditch, showcasing portraits of nine creatives who embody The Spirit of London. The collective includes like-minded people from different disciplines including art, dance, and food and drink, from across the capital, showcasing the best of London’s globally renowned culture. The portraits have since been given a new home at the Beefeater Distillery, Kennington, where visitors can enjoy the gallery as part of the Beefeater Gin Distillery Tour package.