Creator: Jon Burns

Organization: Ad-Dispatch

Description:

About the project:

Working with Tesco and Disney UK we launched an augmented reality campaign that continued building on our previous ‘retail-tainment’ concepts. The app was a unique way to spend time with Ironman where users could unlock access to the different Ironman suits then engage with a photo share with a life like 3D model of the superhero as well getting a chance to experience the weapons of Ironman.

Previously, we saw our Avengers AR app (Superhero AR) breakthrough to the top 10 free entertainment apps in the app store and with this project leveraging the Ironman 3 cinematic release we are set to do it again. Currently averaging over 1000 downloads a day, with a campaign spreading over 6 months we’re already getting positive feedback.

Why should we win:

Leveraging QUALCOMM’s Vuforia and the gaming engine Unity, Ad-dispatch uses cutting edge technology to solve traditional marketing objectives. Tasked with driving foot traffic to retail and online the IM3 campaign served a unique interactive AR experience that became enhanced with in store and online signage. Players saw themselves in IM3 suits with proprietary face-tracking technology, launched IM weaponry in their world and interacted with IM suits in Tesco exclusive animations.

Results:

The IM3 app (stark armoury) was launched Apr 27 to coincide with in store and digital signage. This is our 3rd project with Marvel to support the launch of a cinematic release and to drive awareness of consumer projects with retail partners. And the measure of success is a retail strategy to drive traffic to store, online and position the retailer as a mobile retailer.

While every instance and interaction is a measureable occurrence for us, and we know how much traffic we redirect to other apps, websites to pre-purchase product or even where people are sharing the experience we can’t yet share the results.
The Avergers Campaign that just wrapped up with the holiday release of the DVD/ Blu-ray had over 5 billion social impressions. Those were people sharing in store AR pictures, experiences, articles, tweets, blogs etc.

Where to find it:

https://itunes.apple.com/gb/app/stark-armoury-at-tesco/id627567872?mt=8, https://play.google.com/store/apps/details?id=com.addispatch.ironman3

Platforms:

Mobile

Additional Screenshots: