Monday, February 22, 2010
YDreams Brasil launched its latest project during the world famous Carnaval festivities underway from the 11th to the 17th of February in the city of Salvador da Bahia.
The project consisted of a 2,80 x 2,10 meter video wall featuring an interactive game using augmented reality and gesture interaction to promote Multiplus Fidelidade, which is Brazilian airline TAM’s new business unit. Multiplus Fidelidade revolves around the customer loyalty program concept, where customers may pool points from different programs and then exchange them for prizes offered by partner companies in a variety of market sectors.
Two video walls were set up at the Cerveja & Cia and Planeta Othon Quem lounges alongside the Carnaval parades. Carnaval-goers could see themselves inside the video wall, in real-time and were encouraged to interact with the colorful virtual balls that fell from the top of the huge screen using hand gestures. Each ball worth mystery points, also contained an icon representing group partners and products. The objective was to smash the greatest number of balls into oblivion in a 45-second game round, rack up points and turn them in for prizes that ranged from airfare and books to car rentals and discounts at the local gasoline station. In sum, a fun way to create brand awareness and guarantee that everyone goes home happy from Carnaval!