A leading name in Augmented Reality enabled products and entertainment has recently partnered with the UK supermarket chain Asda to bring the “Asda Spook Squad” to life in an “Monster Hunting” experience developed by Momentum Worldwide. AR works by using technology to imprint digital artefacts into the real world that can only be accessed through compatible technology; hidden messages sewn into the fabric of reality. The new “Spook Squad” initiative will be weaving these messages into 394 of their national stores, beginning on the 25th of October. To supplement the experience, there will also be numerous take-home activities for kids that tie into the Spook Squad branding. These packs will include stickers that can be used at home to create your very own monster hunt!
AR works by using technology to imprint digital artefacts into the real world that can only be accessed through compatible technology
The experience is centred around a clue sheet, which will be given to shoppers who wish to participate in the hunt, and bespoke masks that grand each user “Monster Vision.” The clue sheet will guide them around the store and the AR masks will help them spot the monsters hidden inside the “Reveal” floor stickers scattered around the store. At the end of the hunt, once all of the monsters have been spotted and accounted for, guests will be given membership cards to the “Spook Squad” and will be able to use Zapper's free smartphone and tablet app on their masks to transform themselves into the ghouls 'Sir Spook' or 'George-ins' using the “Spook Swap” feature. It's an ingenious way to keep kids occupied during the 'big shop', and should prove a hit for the chain.
Zappar - Augmented Reality based Entertainment!
Max Dawes, partnerships director at Zappar, who have worked previously with Asda in an AR event that managed to engage 15,000 hoppers in just 6 hours, said it's been great for them “To be able to work with such a well-loved family brand again.” He adds that they “Wanted to help Asda create really engaging moments for their customers,” and believes that with the Spook Squad offering, they have done just that. Steph Hughes, head of non-food-based in-store marketing at Asda agrees the team at Zappar has done a commendable job. She said “Keeping kids entertained whether you’re doing the weekly shop or unpacking at home is always a challenge,” but feels the Spook Squad could very well be the solution. She adds that they have already had “Great feedback from customers with previous in-store events using Zappar,” so they’re excited to be able to take it “Even bigger for Halloween this year.”
At the end of the hunt, once all of the monsters have been spotted and accounted for, guests will be given membership cards to the “Spook Squad”
Zappar also counts the likes of Sony, Coca-Cola and Moonpig as partners, and is one of the many technology companies currently riding the AR wave, which is proving a hit with kids and parents alike. The Zappar technology allows users to create their own AR experiences and embed everything from video, photos, 3D animations and games into their own physical realms with deceptive ease. It works in a similar manner to barcodes and QR codes, only with much more 'pizazz'.
Benjamin Hiorns is a freelance writer and musician from the UK who used the AR function on his phone to terrify his mother just last week.