SHAQ AR by Pereira & O'Dell San Francisco for Muscle Milk

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Industry Non-alcoholic drinks
Media Promo & PR, Case study
Market United States
Agency Pereira & O'Dell San Francisco
Art Director Rachel Dolinsky
Copywriter Liza Behles
Released December 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: MUSCLE MILK
Product/Service: BEVERAGE
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: PEREIRA & O'DELL , San Francisco, USA
Entry URL:
Chief Creative Officer: PJ Pereira (Pereira O'Dell)
Associate Creative Director/Writer: Rob Lambrechts (Pereira O'Dell)
Associate Creative Director/Art Director: Lauren Harwell Godfrey (Pereira O'Dell)
Director of Client Services: Gary Theut (Pereira O'Dell)
Copywriter: Liza Behles (Pereira O'Dell)
Art Director: Rachel Dolinsky (Pereira O'Dell)
Account Executive: Jennifer McConville (Pereira O'Dell)
Account Director: Ryan Toland (Pereira O'Dell)
Art Buyer: Analaisa Payne (Pereira O'Dell)
Interactive Producer: Kelsie Van Deman (Pereira O'Dell)
Media placement: Bottle Art /Artificial Reality - Web - 1, January, 2010

Results and Effectiveness
Sales in market went up 50% during the two months the campaign was in market, with an average time on the AR site of over 1:33 seconds.

Creative Execution
To accomplish this a limited edition Shaq 'Genuine 33' Muscle Milk bottle was released to the Cleveland market. In addition to the bottle art redesign, an augmented reality element was added. This is one of the very first retail products to feature on-packaging AR technology. An AR marker on the back label offered visitors at a closer look at Shaq’s C-Town experience. By holding the bottle up to their webcams, users watched as a tiny Shaq expressed his new found love of Cleveland. In five randomly generated animations they saw him compare himself to other local icons like The Rock & Roll Hall of Fame, The Key Tower, Lake Erie, Cedar Point and Interstate-90. The special edition bottle also let users enter a sweepstakes—where prizes included a bevy of Shaq-related SWAG, including a Grand Prize oil painting of the winner posed with the Diesel himself.

Insights, Strategy & the Idea
In order to announce Shaq’s move to the Cleveland Cavaliers, Muscle Milk saw an opportunity to use our athlete’s big personality to introduce the Muscle Milk product to a whole new audience of athletic minded consumers, but we knew a simple gesture in the marketplace wouldn’t be enough. We needed to introduce him in a way that got people talking about his move, and our product. To do that we employed OOH announcing Shaq and Muscle Milk a custom local market bottle with AR, and a website that played off of how big Shaq is in comparison to the Rock and Roll city, allowing our base of passionate sports fans a new way to engage with Shaq’s larger than life personality, and a way for the brand to try out new technology that is relevant to our base.