Challenge:
Leverage Baskin-Robbins’ collab with the Hotel Transylvania: Transformania movie and elevate it from a simple co-branding exercise into an engaging customer experience for online and instore.
Idea:
Leaning into the movie’s transformation theme, we created Transform Your Treat: a character-inspired ice cream range and accompanying digital experience that used augmented reality technology to immerse fans in the Hotel Transylvania world.
Execution:
To bring the collaboration to life, we created a themed campaign microsite where fans could explore a spooky virtual hotel, traveling between floors via elevator, and even order ”room service” from zombie butlers. This was supported by a series of AR experiences triggered by illustrations on packaging. By scanning the cups with their phones, customers were able to launch animations that mirrored the characters’ transformations between human and monster. Similarly, activating the Ray Gun Cone AR experience transformed a run-of-the-mill ice cream cone into a lightning-shooting monsterfication gun.
