Rivella is using an augmented reality game at Swiss train stations to distribute product samples without personal contact in a marketing campaign.
On September 27, Rivella launched another augmented reality (AR) campaign to distribute free Rivella. As with a winter campaign, technology from German company Sensape is again being used. Passers-by will automatically receive a drink from the so-called Digital Sampler as soon as they hold an arm up in the air. The campaigns will take place at train stations in Zurich, Bern, Aarau, Basel as well as St. Gallen.
"You're so sweet, even the sugar loses its job." This is what many passers-by at Swiss train stations have been hearing since the end of September. Rivella's interactive sampling campaign is all about Rivella Refresh, the sparkling light variant with 40% less sugar than Rivella Red. Thanks to artificial intelligence, Sensape's solution recognizes when passersby approach the Digital Sampler, a beverage vending machine with an integrated AR display, and then addresses them via a speaker. If passersby stop, they are prompted to raise an arm to receive a free drink. The artificial intelligence recognizes the correct gesture and automatically dispenses bottles. Up to five passersby can receive their Rivella at the same time.
The Swiss beverage company already worked with Sensape for a winter promotion in Swiss ski resorts, where virtual bottles had to be drunk in an AR game to receive a sample. "We are also using our gesture recognition in the new Rivella Refresh campaign. Instead of head movements, our Artificial Intelligence now detects arm movements of passers-by*. We also worked on our device and improved it. For this campaign, we fully integrated our AR promoter into the vending machine. We also achieve a whole new level of attention through the audio response in combination with our Mirror Effect," Michael Lehnert, Commercial Director of Sensape, says while talking about the campaign. The Mirror Effect describes how people's attention can be quickly captured as soon as they recognize themselves in the mirror. Sensape solves this via a 42" display with a camera on which passersby see themselves.
Rivella's AR campaign will be used at the following locations:
Zurich: Mon, 9/27
Bern: Tue, 28.9.
Aarau: Fri, 1.10.
Basel: Mon, 10/4.
St. Gallen: Thu, 7.10.
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