Mucus Masher
Open the game- Year
- 2024
- Agency
- Active Theory
Objective
Mucinex (Reckitt, cold/cough/congestion OTC category) launched an AI-driven interactive campaign to drive brand engagement during cold season. The goal was to position the brand as innovative and modern, moving beyond traditional OTC advertising to connect with digitally-savvy consumers through a cutting-edge gaming experience.
Solution
Mucus Masher was a free web-based game powered by Getty Images AI where players generated custom crushing objects via text input (20-character limit) and used them to smash the Mucinex mascot 'Mr. Mucus.' Each generative AI image was unique, creating endless gameplay variations. The campaign included real-world activation on February 29, 2024, in Union Square, NYC, featuring a live stunt where a piano plummeted to crush Mr. Mucus. The game was built by Active Theory and Addition (digital production) for McCann New York (creative concept) and hosted at MucusMasher.com, running through end of March 2024.
Results
No engagement metrics, reach, or conversion data were publicly disclosed for the Mucus Masher campaign.