Best Beverage Integrated Ad Campaign

Deep in the dog days of summer, hydration brand Liquid I.V. was looking to build brand awareness for two new flavors inspired by classic summer nostalgia – Rainbow Sorbet and Popsicle® Firecracker. And what’s more synonymous with summer than baseball? Working with ad tech company Infillion and creative agency Kollectiff, Liquid I.V. and its agency Tinuiti headed to ballparks across the U.S. with a unique augmented reality experience: Scan a QR code on billboards in and out of the stadium, and then your mobile phone to play a game where you throw virtual baseballs at flying packs of Liquid I.V.’s new flavors. To take this game off the field, Liquid I.V. supplemented it with ads across streaming video and rich media display. Viewers were served a promotional video for the new summer-friendly flavors and could scan a QR code to play the same augmented reality game wherever they were. The stadium activations alone reached 654,000+ live baseball fans, generating 10,325,000 impressions. In addition, the campaign led to an 18% increase in brand awareness, 32% increase in consideration – and most notably a 40% increase in brand preference (which is 3x the beverage category average). As for the interactive ads, users spent a total of 10,767,630 seconds engaging with the ad creative and AR game. That adds up to a total of 124 days – about the same length of time from Memorial Day to the start of the MLB playoffs.

Contributors:

INFILLION

Location: United States