Jeep Poland launched Jeep-in, a geo location game, which turned Poland into a big treasure map. To play it people had to go off-road. Every player received a map with the exact location of the awards. To win one had to find the point, go there and Jeep-in (check-in). The awards were put in the most remote and hard to get places in Poland. The player who at the end had the highest number of points won a Jeep Grand Cherokee.
The Sukiennice Museum in Krakow is one of the oldest museums in Poland and it was being re-opened after a complete renovation. The problem however was that the young people did not find the 19th century Polish art interesting. Leo Burnett Warsaw was given the challenge to attract this young audience to the museum. So they designed a campaign to engage the young audience with the “New Sukiennice” augmented reality app. This museum app brought the paintings to life and showed their stories via short films.
The app played a central role in the integrated campaign that included billboards, social media and e-cards. The buzz generated by the campaign attracted 20% of Krakow’s population to the museum!
