Modelo enlivens Day of the Dead murals via AR

I continue to find it surprising that more brands aren’t using mobile to activate other media channels. It’s a tremendous missed opportunity. When a user sees something interesting out in the world, they’re likely to open up the phone and search for it. Why not make that an easier and more engaging experience? The barriers to interaction have continued to fall in recent years - and now that web-based augmented reality is available, it’s a fantastic way to add engaging content to otherwise static and non-interactive media.

More on this example from MobileMarketer:

Modelo's OOH campaign for Day of the Dead shows how the beer brand continues to develop marketing efforts with the latest mobile-based technologies. The combination of a billboard with an AR experience aims to engage smartphone users with original content they can share on social media. Because the AR activation uses web-based technology and doesn't require a separate app download, it's more accessible to a wider group of people with different models of smartphones.