The Shake It Up campaign took basic human truths and asked people to "shake them up" and do something outside of their normal routine. Using the TIC TAC VIEWR app, users could interact and play games directly with the ads, which were also Augmented Reality markers. The AR experiences and microgames were all directly tied to the ad, and came with 3D graphics, SFX and music.
The campaign culminated in a Times Square billboard activation where users could use the app and interacted the actual billboard. When AR-enhanced, the billboard, appeared as a personalized ad with the user at the center.