For their latest campaign, “Step into Summer,” Havaianas collaborated with renowned street artist, Buff Monster, to transform the Venice Beach Boardwalk into an immersive art installation and shoppable AI experience.
The activation began with a 15′ x 85′ mural at Venice Beach, which was crafted from rubber to correspond with Havianas’ rubber-soled sandals. The brand then encouraged people to step onto the mural and scan their favorite part of the artwork via a microsite on mobile. The microsite uses Google Vision AI technology to identify that section of the mural, then it matches consumers with corresponding sandal styles to purchase.
Influencer partnerships helped to promote and support the activation.
Why it’s hot: OOH isn’t just about billboards anymore – it’s an opportunity to have people interact with your brand in new ways. Pairing mobile with OOH also opens the door for follow-up interactions, helping brands drive consumers down the marketing funnel.
Another thought – this is also a great way to fast track toward personalization / customization for new customers.