Red Door and ESET Partner to Create an Engaging Mobile Campaign with Real Life Experiences

RDI client ESET http://www.eset.com/ , a leading global antivirus software company, planned a large-scale immersion campaign targeting downtown Austin during the annual South by Southwest (SXSW) Interactive conference, with tactics ranging from radio, billboards, and a fleet of wrapped cars, to more unconventional “experiences.” These experiences included installations such as an interactive wall display that reacts to passers-by on the sidewalk, and a plexiglass-enclosed laptop covered in hundreds of live cockroaches. One of the more popular elements of the campaign was sure to be a photo booth which unexpectedly produces fake IDs using a likeness of the visitor. Red Door devised a mobile scavenger hunt in which participants could use their mobile devices to locate and decipher simple, but engaging clues designed to drive foot traffic to four of the campaign installations and provide concentrated exposure to the brand.