In order to promote Poliakov as a brand of vodka, a unique marketing game was set up in the form of the 'Ice Breaker Challenge.'
The simple game was designed to be intuitive and dynamic, challenging players to protect a bottle of vodka from virtual ice monsters. The game took the form of a full-body experience that immersed fans into a chilly futuristic world. Using a full range of motions, participants had to perform certain actions in front of a gigantic screen, where their movements were relayed. Performing certain actions would unlock superpower movements, which were essential to keeping the ice monsters at bay.
By fusing current augmented reality technology capabilities with an experiential video game experience, this brand was successful at associating Poliakov vodka with an ice cold chill.