Analysing the market, we observed that the category was boring and no brand spoke directly to younger consumers (the heavy users). So we decided to make milk more fun. As to achieve this we had to appeal to their imagination through the newest technologies: Augmented reality interactive games, creating this way our Magical Briks. Through a personalised QR code printed on the bricks that in contact with the website and the use of a webcam created different scenarios, where our consumers could play, creating a personal brand experience with our consumer in a relevant & distinctive way.

In less than two months we achieved more than 300.000 visits, 18.000 subscriptions on-line up to date and growing; more than 20,000 downloads of the application & and approximately 5,30 minutes of navigation on the web per visit. An average of +9,30 minutes per game. The average points per subscriber is 10, meaning that each subscriber acquired 10 milk boxes in this period of time linking the promotion directly to sales. +3000 friends on Facebook. All this counting with a minimum budget and no conventional media support obtaining 1,000,000 hits on social media.