The Smarties™ Awards recognise the best in mobile marketing innovation covering everything from advertising, apps and messaging to mCommerce and CRM on all mobile devices including smartphones and tablets. Engine Creative’s work on creating, developing and building the user base of the Tesco Discover Augmented Reality (AR) app and AR publishing platform is shortlisted as being one of the most innovative mobile apps in the UK.
Tesco have taken a lead in the retail sector by enabling their customers to connect the physical world to the Internet using their Tesco Discover AR platform. Starting with own brand products and publications, Tesco has built up an impressive user base of over a 150k active users of its Tesco Discover app.
The rapidly growing and engaged user base has enabled Tesco to attract major global consumer brands including Coca-Cola, Disney and Merlin Entertainments to invest in the Tesco Discover AR platform for a range of immersive campaigns created, delivered and monitored by Engine Creative.
By taking ownership over their own AR platform, Tesco has managed to achieve massively increased dwell times compared to other media types and has also trumped stand alone AR platforms with average results for AR campaigns using the Tesco Discover app more than 2.5x longer than its rivals. Future developments include integrating advanced Augmented Reality functionality such as proximity and beacon technology.
The winners of the Smarties™ Awards will be announced at a ceremony in London during November.