A vast majority of consumers are wielding smartphones to both shop online and experience retail, so UK retailer GAME implemented an augmented reality system to help encourage some holiday cheer. After prompting shoppers to download the Scan It! app, the marketing promotion allowed them to scan a poster to take a selfie with Game Claus; the video game-loving spokesperson for the brand this holiday season.
Being that large segments of shopping consumers are constantly looking to their smartphones for entertainment and interaction, the GAME augmented reality system marketing approach is both timely and hilarious.
Speaking on the augmented marketing campaign, Marketing and Insight Director of GAME Fred Prego explains that, "For too long, there has been only one option for the traditional festive picture: on Father Christmas’ knee. Just like the world of gaming, we want to bring this into the next generation, giving our community the chance to take an augmented reality selfie with our Christmas icon, Gamer Claus."