Finnegans: advert-body-1 by Martin Williams Advertising

With the help of the latest AR technology, Minneapolis-based Finnegans found a way to beat the system and put a commercial on television sets in living rooms across the country – for free – during the big game.

Debuting on February 4, viewers can watch the commercial simply by downloading the Finnegans Big Game TV Takeover app and pointing their phone or tablet at any television screen. In addition to watching the spot, users will also get free virtual beer and have the opportunity to interact with the app, before, during and after the game.

By using augmented reality technology to recognize the universal shape of a flat screen TV, Finnegans will take over virtually any television in America during the game. Because this has never been done before, it required developing an iteration of the latest AR technology. Martin Williams partnered with Minneapolis-based Pixel Farm to bring the idea to life to create the Finnegans Big Game TV Takeover AR app.

The spot opens with a roaring fire and an armchair, where Tom, the commercial’s Minnesotan leading man, introduces Finnegans and its goal to have a big game spot, without the budgets associated with big game names. The camera then pans to a variety of local characters who extol the virtues of Finnegans and the company’s barstool philanthropy. At the end of the video, viewers are able to interact with Tom through the magic of AR, all from the comfort of their own living rooms. Instead of big name celebrities, the spot features actual and slightly awkward Minnesotans as FINNEGANS spokespersons.