Our assignment was to engage with consumers at Oppikoppi -- South Africa's biggest music festival -- and get them to interact with our shampoo brand. Consumers played an inventive gesture-controlled claw game and were rewarded with beer vouchers and free shampoo samples. The aim was to get people talking and generate media coverage.

Launch the campaign
Published
September 2012
Topics

The Story

Our assignment was to engage with consumers at Oppikoppi -- South Africa's biggest music festival -- and get them to interact with our shampoo brand. Consumers played an inventive gesture-controlled claw game and were rewarded with beer vouchers and free shampoo samples. The aim was to get people talking and generate media coverage.

The Clear Claw was built using an ASUS Xtion PRO Live motion sensor that translates your personal movement into 3D coordinates that a computer program can understand. The application interprets these coordinates and sends messages via an Arduino micro-controller to move the claw in various directions and trigger the downward grab.

The Technology

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    Social

    Facebook

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    Video

    YouTube

The Results

In the first few days after going live, the Clear Claw story got picked up by a number of media outlets, including PSFK, TrendHunter and leading South African marketing blog 10and5.

16K

Attendants at the music festival

150K

Reached on Twitter so far

5

Pieces of coverage and counting

Launch Date 15 August 2013