Lacta Chocolate: Augmented Reality Messages

Posted: 08/01/2012 in PR & Ads

Lacta Chocolate have produced some innovative campaigns over the last 12 months, and next up is this interesting Augmented Reality piece that allows you to send love messages that are activated via image recognition over any Lacta Chocolate wrapper. (created by OgilvyOne Athens)

Once you’ve got the app you can send and receive Lacta love messages. If you’ve got a message, holding the chocolate bar to your phones camera when inside the app will activate your personalised message that takes over the wrapper and generates a dynamic animation.

http://www.facebook.com/Lacta?v=app_4949752878

There is a reason some Facebook apps generate hundreds of thousands of fans while others just flop. Generally, success comes down to a few key things… Simplicity, Shareability and Insight.

Most apps should be seriously simple, 3-4 steps, clear instructions, engaging graphics, big punchy buttons and great copy. Then they need to have the right Shareability, and the key to that is utilizing Facebook’s range of standard features in wall posts, wall-to-wall posts, tagging, events, invites .etc but trust me, you need the right combination here, your app depends on it. Then you have the insight, you need to work out what a fan might actually use, what gets them excited, why would they get behind, what they would comment on, why they would share it, what they get out of it.

In just over a month, it generated over 150,000+ fans with thousands using personalised chocolate wrappers as profile pics. A great campaign from OgilvyOne Athens.

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