We took customers for a walk on the wild side with our latest activation. To celebrate the launch of Mars Petcare’s new CRAVE pet food range, we created an immersive safari inspired dome in Tesco car parks across the country.

Customers were encouraged to explore the safari trail inside the dome, where they could complete a series of wild and wonderful tasks, with a free sample of CRAVE pet food to take home too.

From identifying wild animal sounds and fur, to collecting paw prints and even using our virtual reality screen, the dome was a fully interactive experience.

The safari dome really allowed customers to ‘go wild’, as they were transformed into a lion, tiger or giraffe with our augmented reality experience, all while learning about CRAVE pet food along the way.

The experiential marketing activity played on the product’s ancestral element and complemented other marketing activities executed by the brand.

Check out the full experience below!