# ROX Eyes By Angela Lowe | Published 2006-08-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rox-eyes References: [blog.coolz0r](http://blog.coolz0r.com/2006/08/22/rox-eyes/) & [gushmagazine](http://www.gushmagazine.com/article/rox-eyes/) The promotion for ROX [energy drink](https://www.trendhunter.com/trends/el-jefe-energy) 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](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign) 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. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 81% | Activity: 48% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Interactive Advertising:** Create advertising campaigns that engage consumers through interaction to make a lasting impression. - **Experiential Marketing:** Develop marketing strategies that allow consumers to actively participate and experience a brand, increasing brand recall. - **Illusion Marketing:** Incorporate optical illusions in marketing campaigns to captivate and intrigue consumers, leaving a lasting impression. ### Sectors Adopting This - **Beverage Industry:** Implement interactive advertising and experiential marketing tactics to differentiate energy drink brands in a saturated market. - **Advertising Industry:** Leverage illusion marketing techniques to create captivating and memorable advertising campaigns for clients. - **Tourism Industry:** Utilize interactive advertising and experiential marketing to engage tourists and enhance their travel experiences. ## Related on Trend Hunter - [Staring Contest AR Campaigns](https://www.trendhunter.com/trends/blink-break-1.md) - [Dynamic CGI Mascara Campaigns](https://www.trendhunter.com/trends/maybelline-new-york.md) - [Mixed-Reality Cola Billboards](https://www.trendhunter.com/trends/3d-coca-cola-billboard.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [In-The-Dark Cosmetic Pop-Ups](https://www.trendhunter.com/trends/shop-in-the-dark.md) - [Artful Illusory Ads](https://www.trendhunter.com/trends/illusion-artwork.md) - [Sound-Dectecting AR Mirrors](https://www.trendhunter.com/trends/venting-machine.md) - [High-Profile Live Performance Marketing](https://www.trendhunter.com/trends/highprofile-marketing-event.md) - [Pastel-Hued Energy Drink Packaging](https://www.trendhunter.com/trends/rockstar-energy-rebranding.md)