In short, the bookie has worked with augmented reality firm Blippar to bring The Queen on any £10 pound to life, essentially using her as their spokesperson throughout Euro 2012.
After downloading the free Blippar app, users can ‘blipp’ any £10 note by holding their phone over The Queen’s face.
‘The Queen’ will then share news and views from the tournament. The content will be randomized and updated every day during Euro 2012.
Source: The Drum
Involved agency: Crispin Porter + Bogusky