UPDATED: Satellite Media, BelowTheLine create a New World with augmented reality

Auckland production company Satellite Media and agency BelowTheLine’s new app for Fonterra Brands and Foodstuffs’ New World supermarkets brings dairy products and the Anchor cow to life.

Little Fridge supports the New World Little Shop promotion with in store treasure hunts and a stand where shoppers can photobomb the Anchor cow.

Below the Line says Fonterra Brands, a patner in the New World promotion, challenged it to incentivise shoppers. “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,” the agency says. 

It created the Little Shop Treasure Hunt to help incentivise downloads of the app. The promotion finishes on 10 November.

When users download the free app for iOS or Android and register to use it, they use their phone’s camera to scan marker tokens on posters and banners at New World, picturing Fresh n Fruity yoghurt, Anchor Blue Top milk, Mainland Edam cheese and Tip Top Hokey Pokey ice cream.

Using the  app, shoppers who fill their virtual fridge shelf with the four products go into a draw to win Tip Top ice cream.

It’s the smarts Satellite has built into the app that makes it look like the product is sucked into the app user’s fridge.

When the camera detects the target in the token, it triggers animations built into the app. “It’s like a sticky animation. When the camera finds the target it maps the dimensions and glues the animation to it,” says Satellite Media content director Matt McPhail.

The company started using augmented reality in apps with the release of the Warriors app last year, which used augmented reality to unlock player information when sports fans scanned 3D models of players dotted around stadiums, McPhail says.

Satellite Media licenses two to three augmented reality software suites and develops in house using the suites’ sofware development kits.

The New World Anchor cow stand, where shoppers use the Little Fridge app to photograph others, makes it seem as though the glass, milk-filled cow is grazing in the background. It relies on target technology to trigger animation, in conjunction with back-end software.

The photos can be shared on Facebook and Twitter

Satellite Media has developed mobile apps for several radio stations, the Shortland Street app and Metro Eats, and websites for brands including Coke, Anchor and Tip Top. Its services also cover TV, interactive and digital video.

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