Madame Tussauds HK creates AR celebs for MTR ad campaign

From David & Victoria Beckham, Angelina Jolie, Lady Gaga, Kendall Jenner and Taylor Swift, to Asian stars like Kim Soo-Hyun, Fan Bing Bing, Jay Chow, Jacky Chan, Donnie Yen and Aaron Kwok, a list of 32 celebrities are all making appearances in Madame Tussauds Hong Kong and MTR's latest joint advertising campaign - in the form of virtual wax figures.

Using advanced Beacon and AR technologies, the interactive campaign is being staged in MTR Central and Hong Kong stations from today until 22 September.

Participants are encouraged to download Madame Tussauds'"Connect on the Go" app to collect selfies with the four celebrities of the week through a guided route.

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Following the guided route, they will meet several billboards and print ads, and be encouraged to scan the QR code on the ad to meet celebrities "in the flesh", or gain information about the featured celebrity.

Participants will also be rewarded with discount coupons, admission tickets or services applicable in the wax museum once a fixed amount of selfies are completed.

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Jenny You, Madame Tussauds Hong Kong general manager, said the campaign aims to extend participants' interactive experience with wax figures beyond its attraction site.

"We hope that through this large-scale promotion launched in cooperation with MTR advertising our new brand image and positioning will be further consolidated, so that more people will know that visiting our wax museum can be so much fun and interactive, as well as an opportunity to closely experience art, fashion and local cultures," she explained.

Shirley Chan, managing director, Hong Kong & Macau of JCDecaux Transport, added that they've been staying an eye on the latest trend to integrate AR technology in mobile games.

She explained that the focus was to create a young, vibrant and trendy image of the brand through innovative advertising, and that the company will look into more "innovative campaigns and solutions of this kind and beyond" to engage passengers.