In an August number of Aku Ankka, the Finnish equivalent to Donald Duck, a story featuring a cartoon look-alike of Finnish superstar Sanni was revealed. The story also featured augmented panels hiding a real life Sanni and a competition to win tickets to her upcoming Arena show.
This issue of Donald Duck, that was released 8.8 and was part of a theme year carried out by the Aku Ankka magazine, where all throughout the year stories have been published featuring a well-known Finnish person cartoon look-alike and based one of their real life blunders. Sanni, a superstar loved and appreciated nation wide, fulfilled a childhood dream being part of the comic.
Warner Music Finland and Arilyn came together to create a first of its kind AR experience. Within the pages of the magazine the readers could look for hidden augmented panels in the Sanni story, with real life Sanni popping out of the magazine and one of the panels containing a chance to win tickets to her "Tähden Areena" show. This was the first time we used a comic as a base for an augmented adventure engaging both new and existing Sanni fans.
Thanks to the augmented reality campaign, the magazines quickly sold out all over the country and the augmented panels were scanned over 40 000 times in just a week. Sanni's social media was filled with positive messages and fan videos and her arena show sold out completely.