NYC, meet the great outdoors
REI launched an out of home campaign, using augmented reality, to promote its new store in NYC. The campaign was created by BBDO Atlanta.
A series of posters were displayed all around the city, with messages that speak to NYC dwellers on getting out and discovering the great outdoors. Taking it a step further, users can download an AR app to explore different awe-inspiring outdoor scenes when held up to the posters, immediately exporting the viewer outside the concrete jungle. The app also provides recommendations on nearby outdoor activities and adventures urbanites can pursue, if they feel so inspired.
Just as long as they don't forget to visit the new REI store before they head out, that is.
It's a seamless integration of AR into an out of home print campaign, and great use of a local marketing campaign.