Project
Increase association between Frito Lay snacks and Halloween by disrupting the candy status quo for consumers so that they finally realize salty snacks, especially “Intense Flavors”, are just as important over the holiday season. This campaign idea centered around the Cheetos Boo! Bowl, the ultimate spooky-proof snacking accessory. The limited-edition bowl features a removable lid, ghostly glow-in-the-dark Cheetle fingerprints, and even a built-in “Spirit Scanner.” Customers can scan an on-box QR code to launch the Spirit Scanner in the Amazon app and reveal one of four custom videos, each featuring a unique message straight from the ghost of Chester Cheetah
Problem
The AR experience for this campaign began with customers scanning a code from either the website, mobile experience, or from a QR code on Amazon Boxes created for this campaign. The campaign also included an option to purchase a "Cheetos Boo-Bowl" that featured an embossed Cheetos Popcorn logo. This functionality also integrated a videos featuring Chester Cheetah when users scanned the room, and randomly showed one of multiple videos.
Process
I began with a user flow to understand how customers would engage with the AR experience once they arrived. This also allowed the creative and developments team to understand the flow, and work with the third-party video production company to create the necessary videos of ghostly Chester.
Sprit Scanner AR User Flow
I then designed wireframes to illustrate the experience, using this to collaborate with the creative team to integrate the pitch concepts for approval.
Sprit Scanner Mobile Wireframes
Results
A first of it's kind implementation of Amazon Text Rekognition technology with randomized, high-fidelity feedback videos over the camera feed to elevate the “Spirit Scanner” UX. The campaign exceeded it's goals with strong engagement from customers viewing the Fire TV, 1.9k AR Ghost scans, and an increase in favorability of PGS brands because of their Halloween sponsorship