The phygital experience can be accessed through the QR Code available in store materials
Bobs, supplier of the official Milk Shake and hamburger of Rock in Rio, announced yet another Bobs Play campaign: the BobStar miniatures, which consist of six collectible dolls that reflect different musical genres such as heavy metal, hip hop, rap/funk, pop music , electronics and classic rock.
To bring more interactivity to the gifts, the network enlisted the help of Waba to carry out a phygital project that “gives life” to miniatures.
We use an international platform that facilitates the consumer’s experience, as it does not depend on downloading an application, just point the cell phone at the QR Code and connect with the animated versions of the collectibles. Each miniature dances to the corresponding rhythm, explained Sal Zammataro, Waba’s Global Head of Business and Innovation.
QR Codes are available in the campaign materials displayed in the brand’s stores and consumers will also be able to access a version of this functionality through the website.
We want to promote an immersive initiative with BobStar, extending the Bobs stage to the world of consumers. This phygital experience is in line with the marketing strategy we are following. Consumers will be delighted with this novelty, says Raquel Paternesi, Bobs marketing director.
