Critical Mass Picks Up Digital Craft Lion for Nissan DieHard

Critical Mass has picked up a Bronze Lion in the first ever Digital Craft category (Augmented Reality) for Nissan DieHard Fan. The multi-channel experience, created for Nissan, was designed to amplify the widest reaching sponsorship deal in American collegiate history.  It features 100 colleges and universities, their sports teams and 190 million fans - each one a potential connection to the Nissan brand.  

To create the experience, hundreds of masks were hand-painted onto people's faces, and then Critical Mass worked with Image Metrics to map over 2,000 points on the human face to digitally capture every detail and feature.

The results included number one sports app in the Apple Store, over 10 minutes average engagement, over 41 million masks tried on, 2.7 million photos and videos taken, 1.4 million shares and over 100 million impressions.

The Digital Craft award, which drew 1,150 entries in its first year, comes on the back of accolades from D&AD and New York Festivals for DieHard Fan.