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Red Bull is launching its first web-based augmented reality (AR) advertising campaign.

Set to market the energy drinks brand to web users in Germany, the web AR experience, powered by the 8th Wall technology recently used by Toyota, is being used as part of Red Bull’s Win with Ninja campaign.

The campaign will utilise the Ninja AR Lens to allow fans to bring professional gamer Tyler ‘Ninja’ Blevins into their homes.

The lens will enable them to take pictures of the streamer and enter into a raffle to win a gaming session with him at Lollapalooza in Chicago in August.

Commenting on the extension of the campaign to Germany through AR, Ricardo dos Santos Miquelino, chief executive officer of …and dos Santos, the digital agency behind Win with Ninja, said: “We are very pleased to be able to implement the first web AR experience at Red Bull.”

“That’s why this fascinating brand is also ahead of the proverbial nose in terms of AR and promotion.”

The wider Win with Ninja campaign includes a limited-edition Red Bull can featuring the 27-year-old gaming influencer’s likeness. Ninja is a well-followed gamer on video streaming platform Twitch and is best known for streaming Halo, PUBG, Apex Legends and Fortnite: Battle Royale.

The Ninja AR Lens is entirely web-based, meaning anyone can activate it by tapping a button on the Red Bull website, without having to download an app.

Erik Murphy-Chutorian, founder and chief executive officer of AR tech developer 8th Wall, commented: “Red Bull’s web-based Ninja AR Lens, produced by agency …and dos Santos and powered by 8th Wall, allows fans to summon an interactive avatar of the gaming star into their own environment, without needing to download an app.”

“The experience is not only instantly accessible to anyone with a smartphone, but it is easily shareable as well.”

Image credit: 8th Wall