For the Borderlands 4 launch we have created an AR Vending Machine and AR Mirror that transformed Londen into the Borderlands universe
- Client
2K Games - Partner
Snapchat - Agency
DRUM - Campaign
Borderlands 4 launch - Location
Waterloo Station (London)
Together with 2K Games, The Drum and Snap we brought the fourth installment of this iconic franchise to life through an AR takeover at Waterloo Station (London) with an immersive AR Mirror and an interactive AR Vending Machine.
Commuters stepped into the AR Mirror and became the cel-shaded infamous Ripper, letting them break free from the chains with some badass moves. Fully aligned with the global “Break Free” campaign.
With the AR Vending Machine people dove straight into some looter-shooter action. Digital loot rained down and with speed and strategy they had to grab as much as possible. Hitting the right score unlocked some exclusive Borderlands merch.
The AR take-over was part of 2K Games & DRUM’s “Order is Overrated” campaign which completely dominated the station with 100+ digital and print placements, cosplayers and an impressive physical booth.
To extend the experience beyond Waterloo, we created a seamless crossover into the Snapchat app. With the sponsored AR lenses, fans could break their screen in selfie mode wearing the Ripper Mask, while Claptrap took over the back camera with chaotic graffiti.
