MediaMonks and Arnold enlisted ALT TERRAIN to help bring a wonderfully immersive Santander Bank cause marketing, social impact initiative to life on the streets of Boston.
The goal was to create awareness and empathy for people classified as working homeless, individuals with jobs, although living out of their vehicle or crashing at different houses each night.
The strategic immersive AR video experience titled "In Someone Else's Shoes" brings the public into the lives of working homeless, sharing the circumstances and obstacles they face each day.
Beyond raising awareness, once people experienced the AR brand installation, they were invited to install a pedometer app to track their steps in which Santander Bank donates $10 for every mile people walk "In Someone Else's Shoes".
The money raised via the app donated to a nonprofit organization Heading Home, which specializes in helping the working homeless find permanent housing in Boston.
ALT TERRAIN secured city event marketing permits for Copley Square and Greenway, plus onsite for experiential installation and uninstall to ensure all goes smoothly.
ALT TERRAIN staffed the immersive AR marketing activation with 24 well-trained brand ambassadors to invite and engage the public.
Why was this bank experiential marketing activation good marketing?
1.) It made Santander Bank's mission to 'spread respect through understanding' tangible
2.) Interactive, immersive story-telling got people to connect with the cause emotionally
3.) The personalized app gave people a way to take action and to individually make a difference
4.) It raised $200,000 within three days of the installation activation
Everyone at ALT TERRAIN loved this bank-sponsored initiative as any time a brand can help bring a bit of societal good to this world; we're 110% support it!