Retail and martech company FrontRunner Technologies has launched an immersive digital-out-of-home (DOOH) campaign with Campari Canada.
The promotion refreshes the image of the company’s iconic, two-century-old brand, Grand Marnier. The binaural campaign is the first of its kind in DOOH technology, inviting consumers to explore and experience the French liqueur’s versatility in modern cocktails through video and sound.
Toronto-based FrontRunner Technologies and its partner Deeroted Immersive drove the campaign leading the content, creative, and technological implementation through their interactive WindowFronts, with audiences walking by the displays needing to simply hold their Wi-Fi-enabled device towards the Flare beacon to receive a link to the full video, additional information, accompanying sounds, payment options, and more.
Operating in two eye-catching and interactive locations in Toronto, the hyper-targeted, street-level campaign entices passersby to stop for a drink with digital content and unique sound integration via the company’s FireFly Flare. From the pop of a bottle to the sparkling sizzle of champagne bubbles, and the clink of ice in a glass, consumers engaging with the campaign are provided the impression of being at an actual bar with a custom Grand Marnier drink being made for them.
“We recognize that we not only have to keep up with our customer’s changing tastes for spirits, but also for the way they consume digital content and where we can reach our audiences,” said Campari’s premium spirits senior brand manager, Alyssa De Bartolo. “Cocktails are a sensory experience, and this project allows us to engage with the senses of our audiences in new ways.”