Bauer Media Outdoor and Red Bull get Rotterdam moving with the Netherlands's first AR vending machine

Bauer Media Outdoor, together with Red Bull and PLAYAR, is introducing the first AR vending machine in the Netherlands.

With this activation, the parties show how out-of-home, with reach as a fixed basis, can be enriched with interaction and activation. On the station square near Rotterdam Central Station, the vending machine was placed in a tram stop. The activation is part of Red Bull's Zero Excuses 2.0 campaign and reaches a large passing audience at a high-traffic location every day. The Zero Excuses campaign encourages consumers to start the year fit and healthy.

From waiting to moving

With this AR vending machine, Bauer Media Outdoor shows how out-of-home maintains its strong range as a foundation and adds extra layers of interaction. Passengers waiting for the tram are challenged to literally get moving via a digital screen with an integrated camera and augmented reality technology. As soon as someone is in front of the screen, a countdown automatically starts and the challenge appears: 10 squats. The movements are detected in real time. After successfully completing 10 perfect 90-degree squats, the technology immediately activates the vending machine and the participant receives a can of Red Bull Zero as a reward.

Participate immediately, no barriers

No smartphone or app is required to participate. This makes the experience accessible and directly accessible to the passing public. The activation responds to the moment, location and flow of travelers, creating interaction without extra actions. With this out-of-home activation, Red Bull shows how technology, movement and reward come together in an interactive brand experience at a high-traffic location, made possible by Bauer Media Outdoor and PLAYAR.

“With this AR vending machine, we show how out-of-home maintains its strong range as a basis and adds interaction and experience to it. By literally getting people moving at a high-traffic location, we increase the impact of the medium,” says Wierish Debipersad, Commercial Director at Bauer Media Outdoor.

Bas Gezelle, co-founder of PLAYAR, adds: “The AR vending machine combines instant playtime, without a smartphone, with a direct incentive. Thanks to the motion software, the experience is intuitive and accessible. The technical link with the vending machine ensures that engagement is immediately rewarded with a product.”

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