An Augmented Reality wall Ad can be very powerful especially for a young target like the Heineken’s one and for a playful event like Halloween. Of course there are the same AR issues. You need a smart phone and you have to download an application to enjoy the full experience. But in this case AR could be an intriguing game. I mean, ghosts don’t show up so often, they are naturally pretty hidden and the full creative idea could be about discovering them on the wall ads in the streets of Manhattan. A sort of ghost hunting Ghostbuster style.
Social media can make the idea go viral. If you ‘like’ the event related Facebook page, you have access to pictures of some AR symbols. Each symbol triggers an AR Halloween animation. So if you wanna scare your friends for Halloween , and you don’t have time to put together a crazy costume, you can simply print one of the symbols, attach it to a shirt and, at the the party, to ask your friends to look at you by an iPhone. Every kind of crazy stuff is gonna come out from your shirt.
Twitter could be used for a contest: just including in the tweet a certain ashtag you can win an original AR T-shirt, with the AR symbol on it.
PS: Actually after seeing the Halloween parade, I realized that there was no need of AR to see giant skeletons in NYC streets;-)