Prior to Super Bowl LII, Adweek got the rights to exclusively debut the M&M’s advertisment – created by BBDO and staring Danny DeVito – one week before the event. The magazine wanted to celebrate this moment and do something out-of-the-box when showing the ad to the world at the same time.

Adweek wanted to connect their print media to the digital video, so Augmented Reality seemed to be the perfect technology to make that happen. Mezmos worked with the publication to not only develop an AR app containing a unique video playback functionality, but also to design a call out on the magazine’s cover prompting readers to download said app. Once the app is installed, the reader then scans the print magazine cover and plays the advertisment back in a M&M branded frame.

After the Super Bowl LII issue hit CMO desks on the Monday before the big game, the app was downloaded across the country.