8th Wall Blog
🏆 8th Wall Experiences Nominated for 12 Auggie Awards at AWE USA 2025 🎉
Celebrating the Boundary-Pushing Brands, Creators, and Campaigns Built with WebAR
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The Auggies are back—and we’re proud to announce that 12 incredible WebAR experiences powered by 8th Wall have been nominated across 6 categories at AWE USA 2025! These nominations celebrate the groundbreaking work of developers, agencies, and brands pushing the limits of what’s possible with WebAR.
From snack-fueled adventures and spatial documentaries to holographic concerts and immersive social impact stories, this year’s lineup showcases the creativity, versatility, and global reach of experiences built with 8th Wall.
💡 And we’re thrilled to share that Niantic Studio—the all-in-one WebAR engine that powers these projects—has been nominated for both Best Developer Tool and Best Creator Tool.
Now’s your chance to celebrate these amazing experiences and help them bring home the win! 🗳️
🖼️ Best Art or Film
The Next Dimension – Augmented Reality Book Cover
đź“– Created by EyeJack for Tom Emrich
This book cover is more than just a design—it’s an interactive AR experience brought to life using Niantic’s 8th Wall image target technology. Readers simply scan the cover with their smartphone to unlock a WebAR activation that seamlessly blends physical print with digital magic.
Launched globally in November 2024, The Next Dimension is a business book about using AR for growth in the era of spatial computing—and its cover sets the tone with a glimpse into the future of immersive storytelling.
🔗 Vote Now »
đź“Ł Best Campaign
Ford Mustang XR Experience
🏎️ Created by CamOn XR in partnership with VMLY&R
To celebrate the 60th anniversary of the Mustang, Ford partnered with CamOn XR and VMLY&R to launch an immersive Web 360° and Augmented Reality experience across LATAM for the new Mustang GT Performance.
Users could explore the vehicle inside and out in a fully interactive 360° web environment—customizing colors, activating lights and doors, viewing specs, and placing the Mustang directly into their real-world surroundings with AR.
Deployed across Argentina, Brazil, Chile, Colombia, and Peru, the experience blended innovation, product education, and brand storytelling—delivering “power in motion” to thousands of users with an average dwell time of 2 minutes and 40 seconds per session.
🔗 Vote Now »
Tactic | Outlaw Snax
🔥 Created by Tactic in collaboration with Cannonball Agency
Tactic teamed up with Cannonball Agency to launch a WebAR experience for Outlaw Snax, a bold new snack brand featuring five spacefaring characters—each tied to a unique flavor.
When scanned with a smartphone, each snack bag activates an AR portal from which a comic-book-style character emerges in dynamic 3D. With a signature catchphrase and backstory, each hero (or villain!) adds to an interconnected universe that rewards fans for discovering every flavor.
It’s a snack-fueled, comic-book adventure brought to life through immersive storytelling and augmented reality.
🔗 Vote Now »
âš˝ Created by CamOn XR in collaboration with Hard Rock Cafe and Lionel Messi
Developed by CamOn XR, the Web-based experience let families step into Captain Messi’s digital world via Web 360°, view collectible merchandise in AR using plane tracking, explore the themed kids’ menu, and even connect directly to eCommerce—all from a single experience.
Launched across 175 locations in 55 countries, the campaign delivered over 3 minutes of average dwell time per session—turning a family dining moment into an interactive story of play, exploration, and connection.
🔗 Vote Now »
đź‘ľ Created by ARKx with Saatchi & Saatchi Germany and creative direction from Form & Fun
To bring more play to the point of sale, OREO partnered with PAC-MAN for the launch of its #ChasePlayfulness Special Edition—transforming supermarket aisles into a live-action AR maze game.
Developed by ARKx, this first-of-its-kind WebAR experience used SLAM and VPS-powered indoor navigation to guide shoppers through a virtual PAC-MAN chase. After scanning a QR code, users followed a trail of OREOs while dodging classic ghosts in a full-scale AR game that led directly to the product display.
The result? A routine grocery run reimagined as a gamified brand adventure, perfectly blending nostalgia, innovation, and delicious discovery.
🔗 Vote Now »
🌾 Created by Rock Paper Reality for McCain Foods
To promote its global campaign on regenerative agriculture, McCain partnered with Rock Paper Reality to launch Farms of the Future AR—a fun, accessible WebAR game that puts users in the role of a virtual potato farmer.
Guided by AI-powered characters Vera and Wormy (built using Inworld.ai), players learned sustainable farming techniques, planted crops, and transformed virtual potatoes into fries—competing for real-world prizes along the way.
By turning complex sustainability topics into playful, interactive challenges, McCain made regenerative agriculture engaging, memorable, and shareable across global audiences.
🔗 Vote Now »
🧛 Created by Tactic for 19 Crimes in collaboration with Universal Products & Experiences
19 Crimes teamed up with Universal Products & Experiences to launch a limited-edition Halloween wine collection featuring the iconic Universal Monsters. This year's bottles included fan-favorite Frankenstein Cabernet Sauvignon, a new Bride of Frankenstein Red Blend, and a chilling Dracula experience—all wrapped in glow-in-the-dark labels.
Tactic brought the bottles to life with a WebAR experience that lets fans interact with Dracula, Frankenstein, and the Bride herself. Using augmented reality, these legendary characters leap off the label in spine-tingling style—creating a collectible, immersive moment right from the wine aisle.
🔗 Vote Now »
🎤 Created by Tactic in partnership with Omnicom Group (Tracy-Locke)
White Claw turned up the volume with White Claw Fest, a WebAR experience featuring a holographic performance by pop icon Charli XCX. Created by Tactic in collaboration with Tracy-Locke, the activation celebrates her new single “360” with a virtual concert on a themed AR stage—right from your phone.
In addition to the immersive performance, users could enter weekly sweepstakes to win music festival tickets, explore a series of mixology “Bar” videos, and unlock a behind-the-scenes feature on how Charli was captured as a hologram.
Blending music, interactivity, and exclusive content, this experience brought festival vibes straight to fans wherever they were.
🔗 Vote Now »
🌍 Best Climate Change Solution
Pollution Piano
🎹 Created by Doddz
Pollution Piano is an AR art installation that turns real-time air quality data into AI-composed music, offering a deeply personal performance shaped by the environment.
Set across 12 global landmarks—from Mumbai to Brazil—the experience transforms invisible data into an emotional, multisensory encounter that raises awareness about pollution and climate change.
A groundbreaking example of AR for impact, Pollution Piano makes the unseen felt—and heard.
🔗 Vote Now »
🍹 Best Consumer App
Tequila.AR: Revolutionizing Home Mixology
🍸 Created by Aircards for Diageo
Launched globally during the World Class Finals in Shanghai, Tequila.AR is a groundbreaking WebAR experience by Aircards and Diageo that redefines how consumers interact with tequila at home—no app required.
Featuring industry-first AI-powered bottle detection and custom glass tracking, the experience delivers step-by-step, personalized cocktail tutorials through any web browser.
The results speak volumes: a 74% engagement rate, 4 min 40 sec average session time, and a +225 bps retail share gain where activated. By merging innovation with mixology, Tequila.AR elevates spirits marketing into an immersive, performance-driven experience.
🔗 Vote Now »
🤝 Best Societal Impact
Tactic | Kentucky Black Trailblazers
đź“š Created by Tactic
Kentucky Black Trailblazers is an immersive AR experience that brings to life the stories of 19 influential Black Kentuckians—from celebrated activists to overlooked heroes—using cutting-edge volumetric capture and WebAR.
Filmed at Metastage with period wardrobe and styling, each trailblazer is presented as a lifelike 3D performance, making history engaging, educational, and deeply personal.
This first-of-its-kind project honors the individuals who helped shape Kentucky’s cultural legacy and sets a new standard for how AR can preserve and share important stories.
🔗 Vote Now »
Shadows of the Stabilisation Point
🕊️ Created by Helsinki XR Center’s Virtual Creation Core in collaboration with Yle
Shadows of the Stabilisation Point is a powerful WebAR documentary that immerses viewers inside a Ukrainian frontline medical clinic. Built using photogrammetry, Three.js, and 8th Wall, the experience combines spatial audio, video projection, and interactive environments to tell real stories of medical workers at a stabilization point.
Developed by Finland’s national broadcaster Yle and Helsinki XR Center’s Virtual Creation Core, the project delivers a respectful, deeply human look at conflict through carefully crafted shadow characters, authentic interviews, and a real-world scanned environment.
With guided and free exploration modes, the piece sets a new benchmark for spatial journalism—balancing innovation, emotional depth, and ethical storytelling.
🔗 Vote Now »
🛠️ Best Developer Tool & Best Creator Tool
We’re thrilled to share that Niantic Studio is nominated for the Best Developer Tool & Best Creator Tool Auggies. Niantic Studio is the all-in-one engine that powers these award-nominated experiences—letting creators build, preview, and publish 3D & WebAR apps all in one place.
🔗 Vote Best Developer Tool »
🔗 Vote Best Creator Tool »
Cast Your Vote. Celebrate the Creators. đź“Ł
These nominations are a testament to what’s possible when imagination meets technology—and they wouldn’t be possible without the brilliant people behind them. Show your support by voting and sharing:
🗳️ Vote here through May 14
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