“It’s no longer just enough to put your brand on a shelf in the hope that your packaging stands out more than competitors.”
These are the words by Bep Dhaliwal, trade communications manager at Mars Chocolate UK, and in these times is a well-known truth. That’s where some new marketing solution comes up, in particular augmented reality: in fact Mars, the famous confectionary brand, decided to give a turn to their communication engaging the customers visiting Asda supermarket in the UK with a new app created in collaboration with the tech company Zappar. The 27th June between 10am and 4pm, Asda’s customers could be involved in a gamification marketing action to enter into the draw for a chance to win a signed shirt: they had just to use their smartphones or tablets and play the in-store augmented reality game “Be A Penalty Shoot Out Hero”, in which they had to beat the goalie from the penalty spot to enter the competition. After playing, the customers were able to see a in-store board with the best scores and also to share on social media their picture with the winner’s trophy.
This is not the first time that Asda and Zappar are together for an augmented reality campaign: the previous, successful gamification campaign was created during Halloween festivities to keep the children entertained; using smartphones and tablets they were able to go around the shops and find clues related to a seasonal monster hunt.
Max Dawes, partnerships director at Zappar, said: “It’s great for us to be able to work with Asda again and to show how AR can be used to create stand out activity for brands in a busy retail environment.” And “stand out activity” is the right definition, since the Halloween action seen 151,780 “zaps” from 67,073 shoppers: a pretty good result!
Experenti helped to deliver an incredible experience in the supermarkets too: read how we augmented the packaging of San Benedetto Aqua Vitamin!