When a child gets a ‘boo boo,’ they beg their parents for a BAND-AID® bandage to feel better. Even if they’re not actually hurt. The bandages have a magical effect. Building upon that magic, we created BAND-AID® Magic Vision: Featuring the Muppets, a mobile AR experience that turns an ordinary BAND-AID® Brand Muppets bandage or box into a stage for interactive entertainment. When a parent applies a Muppets Band-Aid bandage to her child’s hand, points their iPhone/iPad mobile app and scans it, Kermit the Frog, Miss Piggy and Gonzo the Great literally come to life to entertain away the pain.

We launched our Hurt Couture Band-Aid collection at New York Fashion Week (the biggest fashion spectacle in the world) and hit the streets in the Glambulance: our fashion first-aid vehicle designed to treat actual fashion emergencies. Thousands of fashionistas in sky high heels and injury-causing attired sought “treatment” at our Glambulance, scooped up our bandages and submitted their fashion disaster stories to our Facebook contest. A traditional print campaign seeded our program and promoted our contest, while social media generated buzz before, during and after our event.

In just a matter of days, we earned over 80 million free media impressions (equivalent to running over 4 weeks of TV advertising) from top fashion sites and publications like Elle, The New York Times, Refinery 29, PopSugar, New York Magazine, Racked, MTV Style and Teen Vogue, as well as media outlets like The Today Show on NBC. Additionally, we solidified Band-aid Brand as a legitimate name in fashion, and maximised our exposure and interaction with the fashion set in their time of need.