Muscle Milk

Shaq Augmented Reality


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Shaquille O'Neal is one of Muscle Milk's premier athletes. To celebrate his arrival to his new team in Cleveland, Muscle Milk wanted to create a unique promotion. To accomplish this a limited edition Shaq “Genuine 33” Muscle Milk bottle was released to the Cleveland market. In addition to the bottle art redesign, an augmented reality element was added. This is one of the very first retail products to feature on-packaging AR technology. An AR marker on the back label offered visitors at a closer look at Shaq’s C-Town experience.

By holding the bottle up to their webcams, users watched as a tiny Shaq expressed his newfound love of Cleveland. In five randomly generated animations they saw him compare himself to other local icons like The Rock & Roll Hall of Fame, The Key Tower, Lake Erie, Cedar Point and Interstate-90. The special edition bottle also let users enter a sweepstakes—where prizes included a bevy of Shaq-related SWAG, including a Grand Prize oil painting of the winner posed with the Diesel himself. While the online experience was a hit, sales of the limited edition bottle with on-packaging AR technology nearly doubled sales of the product in the Cleveland area.


Check out all the videos below:


Rock & Roll Hall of Fame

Lake Erie Key Tower
Cedar Point 1-90