BelowTheLine and Satellite Media chalk up AR first, bringing Anchor Cow to life in supermarkets via digital agency Satellite Media

In a first for the New Zealand grocery sector, a newly launched app sees the Anchor Cow and other Fonterra products brought to life in supermarkets using augmented reality.

Developed by digital agency Satellite Media, the Little Fridge app allows users to enjoy a 3D experience instore and have their photo taken with the Anchor Cow.

Simply download the free app to your smartphone, use the phone’s camera to scan the ‘Anchor Cow Photo Bomb’ stand instore and shoppers see the Anchor Cow magically come to life. Users can also take their own unique photo with the Anchor Cow and share it on Facebook and Twitter.

PREVIEW THE APP

A key partner in New World’s Little Shop promotion, Fonterra Brands New Zealand challenged agency BelowTheLine to activate their involvement instore and incentivise shoppers over the promotional period.

Building a deeper understanding of the Anchor shopper, the agency worked with the client and Satellite Media to bring the Anchor Cow to life at point of sale using the Little Fridge app.

With the core target shopper identified as busy mums with children in tow, the main aims of the activity were to get these shoppers to engage with the Anchor Cow and provide a more engaging and fun shopping experience.

A Little Shop Treasure Hunt was also created by BelowTheLine to help incentivise downloads of the app. The Treasure Hunt allows shoppers to scan markers on instore posters and banners picturing Fresh n Fruity yoghurt, Anchor Blue Top milk, Mainland Edam cheese or Tip Top Hokey Pokey ice cream, adding them to their virtual fridge shelf to go in the draw to win a year’s supply of Tip Top ice cream.

The promotion runs for eight weeks until 10 November 2013. To download your own free Little Fridge app, simply search the Apple app store or Google Play for ‘The Fridge’ or text FRIDGE to 4646.