Don't let the Circ.us name (and theme) fool you. When it comes to tight-rope walking on digital's cutting edge, these clowns certainly know their business, and that business is getting brands, agencies, and consumers to think differently about reality... or maybe it's an augmented reality.
Take a look at this Moovision campaign for Ben & Jerry's to see how Circ.us used augmented reality technology to create a "wow factor" that bridges the gap between digital and the real world.
Of course, with digital, it's all too easy for a "wow factor" to become a one-trick pony. So for Red Bull, Circ.us upped the stakes, creating an augmented reality racing game that lets users design their own racetrack using their mobile phones and as many Red Bull cans as they can get their hands on. The result, to quote Engadget, "may all just be an elaborate scheme to get you to buy more Red Bull, but it is a fairly ingenious scheme."
It's also pretty cool.
The Circ.us tent can be found in New York.