Tesco uses augmented reality in conjunction with print communications

October 1, 2011 by  

Tesco, one of the UK’s biggest supermarkets, is set to take print communications to the next level by using Augmented reality.

Augmented reality is a relatively new and innovative technology that allows people to bridge the gap between print and online. This technology works to apply a digital ‘layer’ over real life, allowing digital and physical elements to combine when viewed through a special reader on a mobile device.

Tesco have partnered with a company called Blippar, who have already worked with Cadbury and Marmite, to produce a range of press ads that feature augmented reality calls to action via full colour printing.

The Potters Bar and nearby Cheshunt area are home to Tesco’s UK headquarters and many homes in this area will receive newspapers that feature Tesco’s innovative new press ads. Tesco are also running some out-of-home print ads and large-format posters to test the augmented reality idea.

Tesco’s senior advertising manager, Angela Porter, told The Drum:

“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.”

Augmented reality is fast-becoming the next big thing in advertising and many companies are testing the waters by creating ads, posters and flyers that feature augmented reality.