Mucus Masher
Deliverables
AI Tool Research and Vetting
AI Tool Testing
AI Pipeline Development
Digital Experience Back-End Design
Custom Generative AI Model
Year
2024
Year
2024
Overview
When suffering from cold, flu, and congestion symptoms, Mucinex spotted an opportunity to provide catharsis by letting people crush the iconic mucus mascot, Mr. Mucus. They turned to us to help create Mucus Masher, A first-of-its-kind gaming experience powered by artificial intelligence.
Approach
An AI powered game with IRL rewards.
Mucus Masher taps into flu and cold season anxieties by inviting people to smash the iconic mascot Mr. Mucus with the help of AI.
The experience enables users to create AI generated projectiles, and uses AI to analyze them for size, weight, and originality to generate the game’s scoring.
Participants were encouraged to get creative and receive a coupon to get a free box of Mucinex delivered right to them via Door Dash.
AI-powered, mucus-mashing technology
Object Generation
A pipeline turns user’s inputs into objects leveraging an image generation model, removes the background, creates a 3D depth map, and selects the best object from a set of candidates.
AI-Powered Physics
AI analyzes the object to determine the object’s size, heaviness, and physicality, which are fed into a 3D engine to generate more realistic smashes.
Generative Scoring
To improve gamification, AI calculates the user’s score by accounting for factors like originality.
Brand Safety
Comprehensive AI safety functions ensure that outputs are aligned with the brand’s values and eliminate the risk of abuse.
Integrated Campaign
The Mucus Masher enabled an integrated campaign that online ads, influencer partnerships, and a IRL ‘smashings’ of Mr. Mucus that appeared around New York City.
“Consumers dogged by cold and flu symptoms late into February may get a bit of catharsis from playing Mucus Masher, a game where they can obliterate Mr. Mucus with an object of their choosing.”
Collaborators: McCann New York, and Active Theory
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