Papa Johns and Netspend recently united with basketball great Shaquille O’Neal to launch a pioneering augmented reality (AR) experience in the form of an eGift promotion. Consumers used their phone camera to point at a dollar bill, which triggered the WebAR technology developed by Videobomb and connected them to the promotion. This marked the first AR activation for Netspend, and it was the debut of web3 services provided by Nashville-based agency FlyteVu.
Ease-of-use is a key component for any emerging technology, and the Videobomb technology allows brands to make any object in the physical world become a digital billboard ad on a consumer’s mobile screen. There is no need to download an app or have any additional hardware, with marketers being given access to a no-code setup and the process being no more complicated than updating a photo on Facebook. This makes the technology accessible to any brand, regardless of budget.
The AR experience was launched the Friday before the Super Bowl, and by Saturday morning, 5,000 eGift codes had been claimed. This highlights the power of celebrity endorsement, as Shaq’s Fun House presented by Netspend was the platform used to advertise the promotion.
The campaign was a success, as it allowed brands to engage consumers in a unique and compelling experience that went beyond just viewing content. It also generated analytics to measure conversion rates and ROI.
The promotion demonstrates how AR can be used to create deeper connections between brands and consumers, and that any brand, with any budget, can create their own campaigns in minutes.
Originally reported by Martech: https://martech.org/papa-johns-and-netspend-adopt-augmented-reality-for-egift-campaign/
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