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:
We used leading tech platform 8th Wall to create multiple AR experiences, triggered by illustrations on packaging. By scanning the Johnny and Drac Cups with their phones, customers could launch custom 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.
This was supported by a themed campaign microsite where fans could explore our spooky virtual hotel, traveling between floors via elevator, and even order Hotel Transylvania Room Service.
