Blippar claims success with AR take up

Over the last 12 months, products from such brands have become “blippable” to offer exclusive content to consumers through interaction with logos and packaging.

In addition, many of the off-pack Blippar mechanics have been specifically designed to drive repeat purchasing behavior by offering customers updated content on a daily or weekly basis. For example, Heinz rewarded fans with a daily prize incentive and Walkers crisps offered live weather forecasts.

Heinz Ketchup first started its on-going Blippar campaign back in 2011. Consumers use their smartphone to “blip” the brand’s packaging, transforming the pack into a three-dimensional interactive experience. In this instance, Heinz chose not to have a call-to-action on their packaging but, nonetheless, to date the Heinz Blippar campaign has generated over 570,000 blipps with 170,000 unique global users blipping Heinz packaging around three times each.

Blipps were geographically diverse for this campaign, such as in Hawaii and even one on a boat in the Gulf of Guinea.

Ian McCarthy of Heinz said: ‘Using the exciting and innovative technology that the Blippar platform can offer, we were able to inject a burst of energy into the brand allowing consumers to be part of an interactive and engaging experience.’

Fruit juice brand JuiceBurst has used Blippar as part of its exploding fruit campaign with an off-pack interactive campaign featuring a 3D fruit machine game. To create further excitement to the campaign JuiceBurst’s sales team business cards can also be blipped to help generate retailer excitement.

JuiceBurst’s campaign has gained over 63,000 unique users with a reach of over 163,000 blipps worldwide, reaching as far as a Vietnam, Qatar and a nature reserve in eastern Australia.

Other noticeable campaigns that have utilized Blippar include Pepsi, which has teamed up with TV magician Dynamo to give its drinkers a different magic trick each time they blipp the packaging of Pepsi Max products, and flavored alcoholic beverage brand WKD, which tasked Blippar with implementing its image recognition technology across a range of media to support its biggest campaign ever, Head of Weekends. For this, Blippar created a series of augmented reality experiences for WKD customers on all retail packaging, point of sale, print advertising and even an augmented reality t-shirt.

Jess Butcher, co-founder and chief marketing officer of Blippar, said: ‘Never before has a kitchen cupboard been so fun and interactive. We’ve built up these campaigns over the last couple of years and it’s now great to see them all together.

‘The potential for food and drink brands to entice new customers with Blippar is huge and we’re looking forward to working with many more brands. We just love the idea that people are now literally playing with their food.’