Anyone viewing our numerous Press or Out of Home ads can find out in seconds where their nearest store is, and receive free recipe ideas for that added personal touch
(PRWEB UK) 28 September 2011
Tesco has introduced the country’s first image recognition augmented reality print campaign as part of its new Big Price Drop campaign, which kicked off on Monday 26th Sept.
The high profile activity, bought and planned by Initiative and IPM, launches with a major two week TV campaign - including peak domination on ITV1 this evening - high density Out of Home advertising, a major digital campaign, a national press takeover and week-long radio activity.
However, in an exciting development each of the retailer’s Press and Out of Home ads will include branding that can be scanned by a free-to-download smartphone app from Blippar.
Tesco, together with Initiative, is the first big retailer to deliver an augmented reality print campaign using UK-based Blippar.
Angela Porter, Senior Advertising Manager, Tesco, said: “The Big Price Drop initiative is a major new offering from Tesco this autumn so it is fitting to partner with an equally innovative new technology for the launch campaign.
“We have been working hard with Initiative to devise an execution that takes interaction to the next level and by providing customers with the means to download store information instantly I am confident we have achieved that.
“Anyone viewing our numerous Press or Out of Home ads can find out in seconds where their nearest store is, and receive free recipe ideas for that added personal touch.”