The promotion for ROX energy drink included handing out masks with eyes printed on them to passengers asleep on trains, buses and airplanes in Berlin. The masks create the illusion of a wide-awake state, that ROX can give you. However, the male mask is a bit freaky.
Implications - In order for consumers to really pay attention to the advertising efforts of a brand, they need to be engaged through interaction. A person is more likely to remember something they were a part of or actually experienced more than they would an advert that simply flashes by them. Getting the consumer involved in the ad strategy will make a company really stand out.