The Modelo Dias de los Muertos AR Mural

Project Details
The goal of this program was to create socially relevant, interactive activation, that transcends traditional marketing tactics. It is more than a printed POS (Point of Sale) or an OOH (Out of Home) mural, it is a consumer touchpoint. By using your mobile phone, customers can bring a static image to life and augments reality in a truly innovative way. The sights and sounds you experience are authentic to DDLM, while at the same time keeping the Modelo brand at the forefront. This printed campaign not only generated millions of impressions on social and media, but it also increased sales by 16.5%!

It began with a traditional painted artwork for Dias de Los Muertos, a celebration of life that honors the dead in Mexican culture. The painting imagery featured marigolds, an ofrenda, candles, and a beautiful Katrina holding an ice-cold Modelo Especial. Groove Jones artist digitally created the work that looked as if it had been hand-painted.

Then 10 x 15 foot murals were printed and placed in high foot traffic areas that had an art vibe and would support Modelo distribution. The murals were placed in the curated locations along the East Coast in the United States.

The campaign was supported by smaller print pieces which included, Mass Display Enhancers, Wrapped Canvases, Table Tents, Posters, Coasters & Truck Cards.

Surprise and Delight – No App Necessary
Day of the Dead comes to life in many ways across the globe, but one thing the celebrations all have in common is rejoicing with the food, drink, music, artwork, and activities that lost loved ones enjoyed in life.

The campaign has one call to action – Bring the Mural to Life – visit ModeloMural.com. Participants that visit the site were able to activate an eye-catching augmented reality experience.

Big Results
• Sales Up 16.5% in October at Wholesales with the Mural POS
• 7,401,547 Total Impressions via Media and Social
• 12 Media and Social Placements
• 7,220,587 Earned media Impressions
• 180,960 Earned Social Impressions