“The Sunny Side of Things”
Tripadvisor
Campaign Objective
To creatively entice travelers to San Diego by merging public art with interactive AR, thus leaving a memorable impression of the city’s fun “sunny” vibe.
Campaign Story
Tripadvisor’s in-house agency Wanderlab partnered with San Diego Tourism to commission vibrant murals by local artists in high-traffic spots. Each mural depicted a joyful, sun-soaked scene—and hid a QR code woven into the art. When scanned, the code launched a web AR experience overlaying the mural with animated sunshine, surf, and San Diego icons, plus generated a fun GIF “postcard” the user could save or share. The AR also gave an option to click through to travel guides on Tripadvisor, turning city sidewalk art into interactive trip inspiration.
Execution
Three custom murals (by Phoebe Cornog, Hanna Gundrum, Channin Fulton) were painted in NYC, Chicago, and LA
Each mural had a subtle but scannable QR code integrated into the design
A passerby scanning saw the mural “come to life” via a browser-based AR filter—e.g. waves moving, sun rays, etc.—and got a prompt to “share your sunny San Diego moment” on social media via an auto-created GIF
Trip-planning info and exclusive flight or hotel deals to San Diego were one tap away within the AR app
The campaign ran for four weeks in April, with local media and Instagram influencers amplifying the experience.
Kampagnenerfolg
Über 2.000 AR-Interaktionen in der ersten Woche. Die Kampagne erzielte schätzungsweise über 6 Millionen Außenwerbekontakte und 1.200 nutzergenerierte Social-Media-Posts, in denen die AR-„Sonnig“-GIFs geteilt wurden, wodurch die Markenbekanntheit von San Diego im Zuge der Erholung des Reiseverkehrs deutlich gesteigert wurde.
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