Sure thing: Deodorant campaign hits game trail

London – Advertising agency Iris has created a simple augmented reality campaign for Sure Men deodorant, which turns limited-edition aerosol cans into a game controllers.

By positioning the can in front of a webcam, people can use it in a game called Beat the Elements, in which players negotiate a mountain bike down a trail by tilting the can from left to right. Other mini-games are available using the same interface, such as kite surfing and Motocross. Players compete against the clock to win cash or products from outdoor wear company The North Face.

This is a simple and clever augmented reality campaign that fits well with the brand’s macho identity. For more on gaming, read our Ubiquitous Gaming Culture macrotrend.