Ribena has partnered with J. Walter Thompson London, Brass and Diverse Interactive to create an interactive app called “Doodle Your World,” which allows users to literally ‘doodle’ on their surroundings, by using Ribenary characters that come to life on their screens. The concept behind the app has been developed from the overarching brand campaign “You Can’t Get Any More Ribenary,” and follows on from Ribena’s “Colouring Café” activation last year. The app draws inspiration from the popular art of “Doodle Bombing” and encourages Ribena fans to play with their world and “Make It More Ribenary.”
“We wanted to create a playful experience that brought the campaign to life in a surprising and engaging way”
Ribena fans can create their own video content with the colourful and Ribenary animated doodles, to then share with friends across social platforms such as Facebook, Instagram and WhatsApp. A user can ‘level-up’ their “Doodley skillz” by unlocking different animations at different play points throughout the app. The app launch also aligns with the launch of the new interactive Ribena product packaging whereby a user can unlock more content if they scan one of the new-look Ribena bottles.
The 3D tracking technology that makes the app possible is the same that is used in self-driving cars. Simultaneous Localisation and Mapping, or SLAM, is a system whereby the phone’s camera maps the environment, which allows the Doodles to be fixed in place within a scene. The app was developed using 3D games creation software Unity and incorporates the Wikitude Augmented Reality SDK to provide the special mapping and the Vuforia SDK for object recognition.
“We’re allowing consumers to make their world more Ribenary in an inherently interactive and social way”
There are 15 animations available in the app; the first 5 animated doodles, already unlocked for users, are Rabbi-G, Scaredy Pipe, Huckleberry Funk, Barney Trouble and Disco Derrick. All of the characters have been illustrated by the popular Bristolian street artist, Cheograff, who is known for his quirky cartoon creations. Users can unlock more doodles by scanning Ribena bottles featuring the interactive pack icon OR by sharing across social platforms. Fans will have to look out for a few more surprise Ribenary character releases throughout the campaign. The full campaign is expected to break on the 29th of May and will run across TV, outdoor, and social media and includes Ribena’s biggest ever sampling campaign. Media on the campaign is through MediaCom and the animation was by Stink Studios.
John Cherry, Creative Director at J. Walter Thompson London, said: “This is just the start of our new Ribena Doodle Your World platform that will transform how people can engage with Ribena. We’ve created a set of fun and playful Ribenary doodle content that people can bring to life using the app’s 3D tracking and then share with their mates across social.” Andrew Brown, Creative Director at Brass, added: “It’s been exciting designing Ribena’s first branded mobile app. We wanted to create a very personal Ribena brand experience that linked the bottle in your hand to the mobile in your pocket. By bringing together great content with cutting edge SLAM based 3D tracking technology, we've designed a unique augmented reality app that will excite and delight consumers in an unmistakably Ribenary way.”