Meijer approached Springthrough about creating a physical and online experience to help them generate brand awareness and engage their customers throughout the Halloween season.

Through a combination of mobile projection, social media advertising, and traditional advertising Meijer drove consumers to the Meijer Halloween site which capitalized on the latest Augmented Reality technologies and social media sharing.

Create an engaging interactive online experience for Meijer customers during the Halloween season. Meijer’s digital media team specifically wanted to do something related to Augmented Reality.

Springthrough created a microsite that used an Augmented Reality plug-in with facial recognition and real-time 3d rendering capability to allow end-users to record videos of themselves wearing one of 4 different Halloween masks (one being the headless horseman pumpkin head to capitalize on the brand we built last year) and using one of 5 different "spooky" voices.

The end-users could then share these videos with their friends and family via e-mail, Facebook, or twitter.

The microsite also incorporates the ability to buy the real life equivalents of these masks online (and/or to purchase an extremely discounted webcam)

• Springthrough re-created the Headless Horseman mobile projection application to include copy driving people to the MeijerHalloween.com website. This was projected in 4 major cities. http://www.youtube.com/user/MeijerDMG#p/u/0/3EgbjIYlaqQ
• Springthrough created the Meijer Halloween microsite incorporating the Augmented Reality plug-in developed by Total Immersion, and added seamless video/voice recording, social sharing capabilities (via custom e-mail integration, Facebook API, and the Twitter API)
• Springthrough architected a hosting solution that draws content from a single server and serves the site to end users through various front end servers to maximize stability under heavy visitor load

Meijer Halloween.com is the first Augmented Reality site in the world to offer real-time 3d augmented reality, video and voice recording, and sharing capability all on the same experience. Within a week of advertising the site exceeded fifty thousand visits.