Modelo Awakened “ Día de Los Muertos” with an Augmented Reality Experience

How did Modelo generate a 16.5% Increase in Sales in Markets?

Modelo beer brand unveiled an out-of-home campaign for the Day of the Dead, the annual celebration observed in Mexican culture, featuring a billboard that springs to life in augmented reality. The mural could be seen at select locations in Miami, Washington, D.C., Charleston, S.C., and Ft. Lauderdale, Fla.

To activate the web-based experience, smartphone users need to visit the ModeloMural.com website with a mobile web browser and enter their age to confirm they’re 21 or older. When they are in, users have to point their smartphone cameras at the mural to see a 3D animation.

Modelo’s campaign shows how the beer brand continues to develop marketing efforts with the latest mobile-based technologies. The combination of a billboard with an AR experience aims to engage smartphone users with original content they can share on social media. Because the AR activation uses web-based technology and doesn’t require a separate app download, it’s more accessible to a wider group of people with different models of smartphones.

The Modelo Campaign Results

  • 16.5% increase in sales in the markets
  • Generated over 180K social media impressions
  • The average dwell time was 2-3 minutes
  • Generated 7.2 million earned media impressions

Modelo is among the brands that have combined mobile technology with “out-of-home” advertising, which is a powerful channel that urges consumers.