For those of you who haven't noticed yet, we're big fans of Augmented Reality and the affect it's having on the marketing industry! At the end of August, we wrote about Smart Phone Augmented Reality in our post 'An addiction prediction' which took a look at Cadbury's new partnership with Blippar to turn their chocolate into an addictive game. This month, it's time to look at the latest Blippar partnership... with Tesco!
Blippar is a reality app that can be downloaded to a smartphone or a tablet and used to turn ordinary objects into interactive masterpieces. I hasten to add it doesn't work on everything, but it does work on a lot! You download the app, log on, search for a 'type' of object e.g. food, drink etc., then point the camera and an interactive element will appear. The interaction will vary according to the object, so you'll have to point and see!
Blippar-Tesco Partnership
Rather than a specific object, Tesco has chosen to create interactive print adverts to get their customers buzzing. Labelled 'the Big Price Drop', Blippar has been engaged to add interaction that enables users to get store location information and free recipe ideas, whenever they point their smartphone at an advert; Tesco claims this will help add a 'personal touch'!
Whilst clearly not as addictive or fun as a Cadburys, this could prove to be a useful element for consumers. It is likely to depend on their need at the time (personally I'm not bothered by the recipes). Then again, searching for a local store isn't massively different to the Supermarket apps you can normally download!
If I'm honest, I love the sentiment and visually it's fantastic, but in this case I'm not sure I'm bothered by the content in reality! I'm a big fan of Blippar, but I'm not convinced it works with everything. For the Tesco Partnership, I'll watch this space and check out the stats when they are released, to see just how effective it's been! Is this a case of enhancement for the sake of it?
For those of you who want to see how it works, you can watch the video here:
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