John’s and Netspend use augmented reality in their eGift campaign //

Papa Johns and Netspend have recently embraced augmented reality (AR), through an eGift promotion, in partnership with Shaq’s Fun House presented to Netspend. The campaign was revealed to consumers via the Instagram hub hosted and maintained by Shaquille Oleal, a basketball star.

AR began when users pointed their phones at a dollar bill. Videobomb’s WebAR technology enabled users to see the dollar bill and connect to the promotion. They were then invited to sign up to receive a $10 discount on Papa Johns.

Jaclyn Ruelle (VP head of brand, Papa Johns) stated that this was a new venture. “We hadn’t yet gone deep into AR experiences with our fans for no other reason than that we had not yet played in that space. But, this certainly gives us great hope that there might be a future for our fanbase.”

The promotion was launched on Friday, the Friday before Super Bowl. This is a busy weekend for food orders. On Saturday morning, 5,000 eGift code had been claimed.

This was Netspend’s first AR activation, and it also marked the debut web3 services by FlyteVu, a Nashville-based agency.

Why do we care? Ease of use is an important question for any emerging technology. Not to mention the WOW factor of AR experiences. Marketers should pay attention to these issues once they are overcome.

Videobomb technology lets brands turn any object in the real world into a digital billboard advertisement on a consumer’s mobile screen. This is a glimpse into the future, where all products purchased in stores and homes have digital components.

Explore deeper: Ecommerce, transformation and experience for marketers in 2023

Simple to use and launch. The Papa Johns/Netspend promotion utilized WebAR technology. Consumers didn’t need to download an application to trigger the augmented experience. A VR headset or additional hardware was not required. They can see the dollar bill pop up on their smartphone screen.

Marketers have access to a no code setup that allows them to upload any object they wish to transform, along with the triggers for the object. Chad Marcum, CEO of Videobomb, said that the process is as simple as updating a Facebook photo.

Democratizing AR. Marcum stated that every brand has a story. AR is changing how we see the world around us, and it’s the best way to do that. Every surface offers an opportunity to advertise, educate or provide more information.

He said, “We can wrap video around a product within minutes and there’s no need for coding or apps.” The video is created by you selecting the trigger image that you prefer and then the video.

To drive desired consumer behavior, the video includes a call to action. The Videobomb platform also generates analytics that allow marketers to measure conversion rates and return on investment.

Marcum stated that “any brand with any budget can create their campaigns in literally minutes” and that they charge a low monthly fee. Marcum stated that the platform is not only entertainment-oriented but also focuses on engagement and return on investment.

Brands adopt AR. Diana Holgate, senior vice-president of marketing at Netspend, stated that AR gives marketers legitimacy and authority. “We are always looking for new ways to attract consumers and users into our product cycle and, frankly, as a payments company it is something we are eager to pursue.”

She said, “As technology continues its proliferation into the hands of our targeted audiences, it’s exciting to test new and inventive ways to increase engagement and visibility for my brand.

Celebrities help tech adoption. The partnership with Shaquille Oleal’s IG Hub was another key component of the Papa Johns/Netspend promotion. Brands often look at sports stars and musicians when developing new tech. This is what we saw last year with Under Armour’s Web3 efforts , which were centered on their Curry Brand and Stephen Curry’s record-breaking on court achievements.

Ruelle stated, “With a preexisting relationship to Papa Johns we know and appreciate the impact [O’Neal] has on our customers and in cross collaboration with him across his social media properties and showing up for his events.” “Shaq has a loyal fan base that is passionate and loyal, and we continue to see great benefits in partnering with him over the long-term.”

Agency guidance, support and assistance. FlyteVu brought the technology for this promotion.

FlyteVu co-founder Laura Hutfless stated that brands must find ways to connect with consumers wherever they are, on mobile devices. AR allows for a more engaging experience and deeper connection between the brand’s consumer and it. Because we were able create an engaging experience that engages consumers on Instagram, beyond simply viewing content, the Papa Johns/Netspend campaign was a huge success.

She said that AR should be used only when it is able to help a brand achieve its KPIs faster and better. You can remove the AR component to get the same results but not use it.

The eGift campaign was launched at 7:12 PM on February 10, and all 5,000 codes had been redeemed by 8 :19 AM the next morning.

The post Papa Johns adopts augmented reality for the eGift campaign was first published on MarTech.