William Hill has launched a new campaign featuring the world’s largest AR-powered virtual slot machine, a first of its kind for the gambling sector and ad industry.
The ambitious feat was achieved by Wavemaker UK, Smart Media Technologies, Kinetic and Ocean Outdoors, who collaborated to create the gambling brand’s put-of-home gaming competition.
The decision to use Ocean Outdoor’s screens was made by media agency Wavemaker to ensure a public and safe type of media channel to deliver the campaign to William Hill’s broader audience (18-44 year-olds).
The campaign will see digital and static billboards in 12 cities facilitating a two-way interaction with the audience via AR immersive gameplay.
The users of the virtual slot machine will be able to grab digital tokens from the billboard via a QR code, and then spin the slot machine on their mobile to be entered into a William Hill prize competition.
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“We’re incredibly excited to be able to work with Wavemaker, Smart Media Tech, Kinetic and Ocean Outdoor to deliver this groundbreaking and innovative campaign. We look forward to seeing the reaction from our audience,” William Hill director of strategic marketing UK, Michael Sheehan, said.
Wavemaker UK client managing director Sian Runnacles added: “We are constantly looking for new ways to reach, capture the attention of, and engage with William Hill’s target audience. We’re proud to have been responsible for the overall campaign and concept creation of this first of its kind AR gaming competition. We have no doubt this OOH campaign will ensure that the William Hill Vegas brand remains top of mind for people wanting a fun and interactive experience.”
