Convenience stores are getting in on the action with AR, with One Stop rolling out an augmented reality game where shoppers have to use their phone to capture elves.
Launched at the end of October, One Stop shoppers both in-store and at home have been invited to download the ‘Find Eddy the Elf’ app, visit a store and join the search to find the hidden One Stop ‘Helfers’!
By seeking out the characters, shoppers play to unlock tiered prizes and the opportunity to enter into prize draws. Weekly throughout the campaign, bonus brand elves are also released to provide further opportunity to win and support partner brands during the festive season. Prizes have ranged from a Malteser chocolate Reindeer or a box of Matchmakers Orange, to entry to One Stop’s weekly £1000 prize draw, or an all-inclusive holiday to Lapland for four people.
Eddy the Elf – a little character with a big personality – has also been popping up in One Stop stores since 1stNovember, ably assisted by his family of elves – Eve, Eric, Auntie Elsie and Baby Elfy! To date – the campaign runs until December 25th – a total of 50,515 elves have been ‘caught’ by 39.6 percent of players across 425 stores and via the app.
The game has been developed by retail and shopper marketing agency, Savvy. Catherine Shuttleworth, Savvy CEO, says: “After months of development and fun creating the elves, it’s been great to see the app go live and that it’s being enjoyed by shoppers. We look forward to continuing to work with One Stop and seeing the relationship grow from strength to strength.”
“Savvy’s understanding of our brand, and their creative and innovative approach to our brief immediately stood out during the pitch process, and has continued throughout the development of the app,” adds Nigel Prendergast, Head of Marketing at One Stop. “We wanted something interactive for the Christmas period that our customers would enjoy playing, so we were delighted to be able to share with our shoppers, Eddy the Elf and his family. The campaign runs through to Christmas, but early indications show that our shoppers are really enjoying the app and continue to play each time they visit one of our stores, to unlock new elves and prize tiers.”