Tesco joins forces with Blippar for the Big Price Drop campaign
Wow..what a dud of a campaign! I think the overall concept has potential (Augmented Reality and retail) but the value offering (recipes?!?!) isn’t going to get much traction I believe in this instance. Why would people feel the need to hold their iPad over a newspaper to get free reciples? Also see the comments below which reflects a lot of the sentiment in the social media space. Most people are likely to read content on their iPad…. models where an individual is required to hover their phone over something at a physical shop front to get something of value (or do something “fun”) has more value than this kind of a model. QR codes and even check-in’s do similar things, the beauty of Augmented is that it’s much more fun, gamified, visually stimulating and interactive than the others…fun seems to be missing from this campaign.
The comment at the bottom of this link summarizes it nicely!
“As much as I admire a big brand such as Tesco trying something new, I can’t help feel that the idea is actually lacking any real imagination. There are a few things fundamentally wrong with the concept:
1. I’m looking at news in a paper, but have my iPad close at hand… WTF? Why wouldn’t I just be reading the news on my iPad?
2. I’ve gone to all that trouble of opening the app, holding it up and all I get is a recipe? Are you kidding me?! There’s apps full of them already, what makes a Tesco one so special?
3. The microsite that the consumer is led to is uninspiring and with no ‘bells and whistles’ attached to it, comes across as rather static don’t you think?
If anything, the campaign will at least open more people up to the BlipAR app, which can only be a good thing for other brands looking to use the technology in the future. But please, use it more wisely than this!”
Marmite also did a similar campaign..
Danielle Hayward-Bradley, assistant brand manager at Marmite, says:
“The new AR expereince gives people a richer interactive experience. Unlike others, this app recognises Marmite’s identity rather than just QR codes, creating a more in-depth and engaging experience for consumers. Once locked in, a virtual ‘Geoff’- the frog character from latest ‘Hate Cuisine’ campaign – appears offering users an array of Marmite inspired recipes which can then be saved to the handset for later reference. The app takes culinary inspiration out of the kitchen and on the move.”
This campaign had more appeal for kids and the youngies but again the “reward” isn’t worthwhile for long-term engagement and loyalty.