The Drum Awards Festival - Official Deadline

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By The Drum Team, Editorial

November 22, 2011 | 2 min read

An augmented reality campaign will be released by Lucozade, featuring Tinie Tempah and Plan B, adding video content through the surface of seven limited edition bottles.

Tying in with The YES List campaign, the Lucozade Energy campaign, by Billington Cartmell, working with Aurasma, features cylindrical mapping, in which Aurasma’s app recognises the surface of the bottles and augments it with exclusive video content.

The smart phone app being pointed towards a bottle featuring one of the artists will see them direct fans to watch the making of documentary.

This will be promoted through Lucozade, Plan B and Tinie Tempah’s online and social media channels.

The bottles were designed by Plan B, Tinie Tempah, Wretch 32, Calvin Harris, White Lies, Kelis and Yasmin.

Dan Machen, head of innovation at the agency’s innovation unit, Billington Cartmell !nvent, explained: “This element of the campaign builds on the content and keeps the communication fresh, ensuring that consumers have an ongoing reason to engage with the brand. By involving Plan B and Tinie Tempah so closely in the evolution of the campaign, we are jointly positioning the brand and the artists as innovators and leveraging our investment in the musicians.”

App Lucozade

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