GOLD Winner
Iab MIXX Awards
Best Cross-Media Integration
Covergirl
Hunger Games 2013
To build consumer excitement, we teased the campaign in the September issue of Vogue. In a first of its kind execution, COVERGIRL created a show stopping high impact print unit, and using Blippar technology, a mobile and tablet-enabled augmented reality experience, we gave consumers real time access to coveted behind the scenes COVERGIRL how-to video content.
At the Capitol Beauty Studio a COVERGIRL owned destination, consumers were able to interact with each District look, engage with other Hunger Games/COVERGIRL fans and even design a look of their own. The same real time, superior augmented reality engagement experience was available to consumers in store, all while standing at COVERGIRL's “Blippar-ized” displays across 25,000 U.S. stores. Supported with TV, digital, social, mobile, OOH and Print, we blanketed the market so COVERGIRL would be noticed and win!