Decoding Nescafe’s Interactive DOOH Game: Blending Tech and Engagement

Nescafe’s innovative approach to coffee advertising at a bustling metro station in Shanghai. The brand introduced an interactive digital out-of-home (DOOH) game to promote its cold brew coffee, offering commuters a refreshing and engaging experience.

Gameplay and Experience: The heart of the activation was a captivating game where participants used body gestures to control a coffee bottle on a large screen. The objective? Catch as many coffee drops as possible within a thrilling 30-second challenge. This not only added an element of fun but also created a memorable interaction with the brand.

Reward System: To elevate the engagement, Nescafe implemented a rewarding system. Successful players were presented with a QR code, redeemable for a complimentary cold brew coffee from a nearby dispenser. This gamified incentive not only enticed participants but also bridged the virtual and physical coffee experience seamlessly.

Underlying Technologies: The success of this interactive DOOH game hinged on advanced technologies seamlessly integrated into the activation. Nescafe leveraged motion sensors and cameras to track the body movements of players, translating these actions into on-screen maneuvers. This not only delivered a fun and interactive gaming experience but also showcased the brand’s tech-savvy approach.

Potential Technologies for Similar Activations:

1. OpenCV AI Kit:

   – Hardware and software tools enabling computer vision and AI applications.

   – Features a stereo camera module (OAK-D) for depth estimation, object detection, and more.

   – Allows programming game logic and interface using OpenCV and Python or C++.

2. ZED 2:

   – Versatile stereo camera providing spatial perception, motion tracking, and spatial AI.

   – Wide-angle field of view, robust aluminum enclosure, and USB 3.1 connection.

   – Utilizes the ZED SDK with various programming languages for game development.

3. Xbox Kinect:

   – Accessory for Xbox One console capturing body, face, and voice using a camera and depth sensor.

   – Kinect SDK and compatibility with C#, C++, or Visual Basic for game development.

By decoding Nescafe’s successful DOOH game, brand managers and account managers can draw inspiration for creating their own interactive experiences, blending technology and engagement seamlessly. Understanding the underlying technologies opens up avenues for crafting similar activations tailored to their brand objectives.