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Brief Published: 12 Oct 2011

Tesco’s Augmented Reality Campaign

Extra

UK supermarket giant Tesco has collaborated with marketing group Initiative and media specialist IPM to create the UK’s first augmented reality-based advertising campaign using image recognition technology

After downloading the free Blippar app, smartphone users will be able to hold their phones up to Tesco adverts (magazines/posters/billboards) in order to view an additional AR layer. This layer offers consumers three choices: find the nearest store, current offers, and recipe ideas. Recipes change daily, encouraging consumers to stay engaged throughout the entire campaign.

The new venture forms part of the retailer’s £500m ($780m) ‘Big Price Drop’ autumn campaign, which spans a variety of media to increase reach. Notably, it also comes hot on the heels of an AR campaign launched by UK food manufacturer Cadbury in September, signalling a major growth in AR advertising in the food sector.

For more on both multi-channel retailing and how to embrace the virtual reality factor, look out for our reports, Goldrun: The Interview, and Multi-Channel Management, later this month.

Initiative

Tesco

IPM

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