Mobile > Creative Use Of Technology

BAND-AID MAGIC VISION

JWT NEW YORK, New York / JOHNSON & JOHNSON / 2012

Awards:

Gold Cannes Lions
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The augmented reality category is littered with applications that focus on technology for technology’s sake. We used AR to do something far more powerful: create an emotional bond between parents and children. Building on BAND-AID Brand’s 90 year history of healing the hurt, we created BAND-AID Magic Vision: Featuring the Muppets, a mobile AR experience that turns any ordinary BAND-AID Brand adhesive Muppets bandage or box into a stage for interactive entertainment. When a child gets a ‘boo boo,’ they typically beg their parents for a Band-Aid bandage to make them feel better. Even if they’re not actually hurt. The bandages almost have a magical effect. BAND-AID Magic Vision was designed to amplify the magic. Now, when a parent applies a Muppets Band-Aid bandage to their child’s hand and scans it with their iPhone/iPad mobile app, Kermit the Frog, Miss Piggy and Gonzo the Great literally come to life to entertain away the pain. While BAND-AID Magic Vision delivers an augmented reality experience that pushes the boundaries of what’s possible, it always does so in the service of the child-parent experience. Kermit the Frog leaps up out of the bandage and leaps into a swing, serenading ‘boo boo’ sufferers with The Rainbow Connection. Miss Piggy’s red carpet unfurls from the bandage, where she poses and asks users to take paparazzi photos. Gonzo performs an epic stunt designed to make kids of all ages forget their worries. In the process, he gets stuck on your iPhone screen. (Shaking is the only way to help him off!) It’s a fun and helpful new way for parents and kids use their beloved bandages.The app was launched for iPhone 4/4S and iPad (2nd and 3rd Generations) on iTunes and supported with a highly targeted PR and social media campaign. We enlisted the Muppets to help us market the app: partnering with Disney, we crafted content for Miss Piggy, Kermit and Gonzo to distribute to Twitter and Facebook followers.

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