Rivella enters third round with AI and AR-powered sampling campaign

Augmented reality and Rivella? They simply belong together by now. This year, Rivella is already launching its third campaign that also makes use of augmented reality technology.

Light in taste, naturally sweet and refreshing. The advantages of Rivella Refresh, the sparkling light variant with 40% less sugar than Rivella Red, are firmly anchored at the latest after playing the game. In the new campaign, the properties of the drink are communicated in a playful way and players are spurred on to top performance. The aim is to burst water bubbles with virtual pins. The bubbles are getting faster and faster and sometimes a sugar bubble sneaks in between, which must be avoided at all costs.

This year's campaign is divided into three stages that start at different locations. Whether in the shopping centre, in the supermarket or on the consumer's smartphone, Rivella is picking up everyone with its campaign:

"The possibility of using gamification to point out the product benefits is well received by customers. Participation in the game has had a good response rate to date. Here, too, additional product flyers can be dispensed with in the interests of sustainability," says Senam Lumor, Head of Trade Marketing at Rivella."

The highlight: WebAR application

The Phantastic Promoter from the German agency Senap, who designed the whole promo, is now on tour again and is set up in supermarkets where it activates potential customers completely independently at the POS. A great example of how AR can be perfectly combined for promotion and sampling.

The highlight in summer 2022 is the WebAR application, which interactively informs about the advantages of Rivella Refresh through the smartphone. All you have to do is scan the QR code on the label of the promotional bottles. The campaign was launched in spring with over 1 million samples distributed at various locations.

How our reports showRivella is using augmented reality for the third time to distribute product samples interactively and automatically in a marketing campaign and to provide information about Rivella Refresh.

Source: senap