It seems Pepsi is back on track again by scaring people. Only this time instead of a bus shelter, all the action is in a London cinema. Halloween might have passed a few days back and we should start thinking about Thanksgiving, but without mentioning this awesome prank by Pepsi, Halloween won’t be complete. Unsuspecting movie goers in a London cinema were in the receiving end of this prank by Pepsi Max. This time also, augmented reality was the main technology in use, to spook out the moviegoers on the occasion of Halloween.
Celebrating Halloween with Creepy Prank
An augmented reality bathroom mirror was used to give the reflections of the moviegoers a terrifying makeover. When they looked at their reflections in the mirror, they were spooked to see their face turning into a creepy character. Characters included werewolves, scary clowns, and horned version of the people’s faces. Some people also saw one side of their face take a scary appearance. Once the initial shock and fear subsided, people were seen enjoying these characters and the smartphones were working overtime to click pictures or capture videos.
How did the Process Work?
Real-time face tracking software was used to track the face movements of the people looking into the mirror. A hidden camera was used to capture their faces and with the help of augmented reality, the reflections of the moviegoers on the bathroom mirror were enhanced with the spooky characters. As people moved their faces, the creepy images overlaid on their faces also moved. All these gave the prank a real feel to it.
James Rowley teamed up with Jon Hammond at RAD London and Thibaut Weise at Faceshift.com to develop this Halloween prank.
The augmented reality campaign for Pepsi Max that was earlier seen in a bus stop in Oxford Street had become a huge hit. PepsiCo UK hopes to reach out to more consumers by creating these interactive augmented reality campaigns.
What do you think?
Did you get the chance to feel this spooky experience? Do you think using augmented reality, brands can draw the attention of more consumers? Share your insights in the comments below.
Image Source – gizmodo.com