By inking a specific barcode onto the skin, K.A.R.L. used an iPhone to scan the code, bringing the still ink to life through the iPhone screen. The stunt was set up by the Ballantine Scotch Whiskey social media campaign, which aims to celebrate people who challenge the status quo and leave a memorable impression. As such, the campaign presents live streaming events to the public through platforms such as Facebook.
Implications - Many consumers are tired of being pressured by advertisements and campaigns. Presenting a publicity stunt that allows viewers to participate on their own time (such as the Ballantine Scotch Whiskey campaign) is a great way to connect to customers and leave a lasting impression.