Mondelēz, Nabisco use AR to engage One Direction fans

05/22/2013 | Mobile Marketer

Mondelēz International and Nabisco are offering an augmented-reality application that allows mobile users to access a video of the musical group One Direction and enter a sweepstakes. The promotion, which is integrated with product packaging, coordinates with One Direction's North American tour this summer. "By giving fans exclusive access to content, such as voice mails from One Direction and a cyber-photo-booth where fans can create images of themselves with the band, it allows them to be truly engaged from point-of-sale, to in-home to in-concert," said Stephen Chriss, senior director of U.S. media and consumer engagement at Mondelēz International.

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