Air Miles’ recent ‘Smiles 4 Miles’ campaign visited 57 locations in 22 Canadian cities, using transparent liquid crystal displays (LCDs) and infrared (IR) multi-touch frames to invite the public to exchange smiles for prizes.
Toronto-based creative technology agency Wondermakr built the campaign’s smile booths by modifying vending machines with cameras, wireless-fidelity (Wi-Fi) connected personal computers (PCs), custom software and campaign branding, while U.K.-based Pro Display supplied the 1.2-m (47-in.) LCDs and multi-touch frames. Behind each transparent screen stood a selection of prizes, ready to be released at random to customers smiling for the camera.
“Over just the first three days of the campaign, the booths had more than 1,000 direct interactions and more than one million social impressions,” says Rachel Macqueen, vice-president (VP) of marketing for Air Miles.
