The Continuous Play experience sent users on an AR journey through product materials, inspiration, and design—inviting them to spend a moment thinking inside the box, while helping the brand stand out from the crowd. The experience introduced a new approach to Augmented Reality, using Facebook’s Spark AR platform within a mainstream retail environment for the first time. No downloads were required; the full AR experience was accessed directly through the Facebook app. The in-store activation was promoted across social media, following an exclusive private preview for journalists and VIP influencers.

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