Tic Tac is running an Augmented Reality stunt in Times Square, created out of Merkley + Partners, in which people appear to be starring in their own ads up on the billboards of Broadway.
Users download an Augmented Reality app, Tic Tac Times Square, from iTunes, then choose from a variety of formats to create their personalized ad, in which they are the star. When viewed via the app on their mobile device, the three designated billboards appear to carry their ads. They can then send pictures of themselves 'appearing in Times Square' to friends via Facebook.
The project is part of a new campaign, taglined Shake It Up, for the brand, which involves another interactive AR app, Tic Tac Viewr, enhancing print and outdoor ads, packaging and even a coaster in bars.