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Lay’s is bringing soccer to life in Madrid with an augmented reality display that lets customers take soccer-theme selfies for a “Cheer of Champions” campaign. The potato chip brand teamed up with Grand Visual to deploy the DOOH display at the Vaguada Mall in Madrid, according to a press release.

Customers can use the display to select a Lay’s package design that will appear on their t-shirt in their favorite team’s colors. Customers can then select other animations such as beards, brows and face paint. The display layers the picture to create the impression that the customer is wearing their team’s t-shirt in a stadium. Users can share their soccer-theme selfies on social media, according to the release.

Grand Visual used a digital 6-sheet and touchscreen hardware to craft the display. The company also integrated motion tracking, facial recognition technology and augmented reality software.

“DOOH is the perfect platform for bringing our popular Lay’s cheering bags activity to out-of-home audiences in a fun, accessible and memorable way,” Aman Matharu, a digital marketing specialist at Lay’s parent company Pepsi Co., said in the release. “We have also tapped into the most popular mobile app of the moment whilst harnessing the excitement and anticipation for Europe’s most revered sporting event … [It’s] a great way of driving relevance and buzz, whilst creating assets that can extend the life of the campaign online.”

Augmented reality deployments in both the kiosk and digital signage space are becoming increasingly common. McDonald’s in Singapore recently rolled out a kiosk that offers a virtual reality tour. JCDecaux also launched a DOOH campaign for the movie Batman V. Superman, in which participants could don the cape of either Batman or Superman with an augmented reality display, and share their images on social media.

“Digital out-of-home can deliver personal and engaging experiences that get people interacting with your brand in a fun and engaging way,” Dan Dawson, chief creative technology officer at Grand Visual, said in the release. “Lay’s have produced a DOOH activation that can also be shared online, further extending the reach and impact of the campaign and integrating the activity within their broader digital strategy.”

Watch the display in action below.

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