Dive Brief:
- Verizon and Disney have teamed together for an augmented reality (AR) “Wish on a StAR” experience ahead of the debut of animated comedy “Wish,” per a press release. The experience, made in collaboration with Toys for Tots, benefits children in need.
- “Wish on a StAR”, accessible by scanning a QR code or online, allows users to scan the night sky with their phones to reveal a constellation of stars that represent the wishes of children in need. By clicking a star, users can donate to their local Toys for Tots chapter.
- The limited-time AR experience, available through Dec. 1, arrives ahead of the debut of “Wish” on Nov. 22. The community focused move arrives at the start of the holiday season and shows how some marketers are using lighthearted tactics to promote community.
Dive Insight:
Augmented reality’s proponents have long espoused the digital tool’s ability to build and foster communities. With this Disney tie-in, Verizon is demonstrating how buzzy tech like AR can help communities in need while also tapping into the holiday spirit of giving and goodwill.
Through the “Wish on a StAR” experience, users can scan their phones across a room to view a night sky filled with stars, which allows them to make donations to a Toys for Tots chapter local to them. The activation uses Web-based augmented reality, which has become increasingly popular with marketers because it can launch from a browser or QR code and doesn’t require consumers to download an app or other tool to access the platform.
“We are excited to celebrate Disney’s all-new movie ‘Wish’ and collaborate with Toys for Tots, enabling us to craft an engaging, personalized AR experience that fosters a stronger connection between users and their community, while also helping to transform children’s wishes into a reality this holiday season,” said Kristin McHugh, senior vice president of marketing and creative at Verizon, in release details.
The “Wish on a StAR” experience was made with agencies Momentum Worldwide and The Famous Group, per details shared with Marketing Dive.
The AR activation could help Disney cement its brand persona as a place where dreams can come true, arriving as the company celebrates its 100th anniversary this year. As a further tie-in to the movie, Verizon gave customers who made eligible purchases at the company’s retail stores on Nov. 11 and 12 up to four tickets to an advance screening of the movie, which officially opens on Nov. 22. The film is expected to gross over $50 million.
Over the past year, marketers have used AR to promote everything from tourism to hamburgers. AR was also a big theme in 2022’s holiday campaigns, largely for its ability to enable consumers to try on items such as clothing or makeup before making a purchase. Verizon’s campaign — along with Lego’s recently launched AR-powered transatlantic snowball fight — further demonstrates how marketers are using the tool to build connections with consumers.
