BXP - Vol 3 No 4 May/June 2019 - 47

47

but adding more value for

AR mayhem transforming

the customer. One of the

the in-store experience for

examples with the Pokémon

shoppers, featuring a wide

experience is consumers are

range of mini-games, redeem-

awarded points that aren't

able rewards and compellingly

just make-believes. They can

shareable selfie opportunities.

transition to actual rewards
points that are redeemable

"This formed part of a content

for product at the store."

calendar of timed-exclusive
AR content available via the

A successful quest will unlock

7Rewards app from scanning

exclusive offers for free prod-

codes in-store-or directly

ucts, including a free pizza

from the app-adding value to

slice, four free mini tacos, a

customer visits and encour-

free any-size cup of Hi-Hat

aging regular interaction with

Mocha or other hot beverage,

the retailer's digital channels,"

and five free chicken wings.

Curtin says. "Through its plat-

The 7-eleven Pokémon DeTecTive Pik achu markeTing

form, Zappar offers 7-Eleven

Curtin explains that for this

camPaign incluDeD shareable PhoTo filTers anD

the ability to drive download

promotion, customers are

inTer acTive ar exPeriences in The 7-eleven aPP.

behavior and data and provide

rewarded for finding clues
within an immersive experience inside the 7Rewards app. For

some valuable content to
customers utilizing their app."

example, there's a Ryme City Neighborhood Watch AR experience in its app, named for the movie's fictional setting, which

To celebrate the movie Deadpool 2, 7-Eleven launched

offers 7-Eleven customers the opportunity to find a missing

exclusive Deadpool-themed products, sweepstakes promo-

Pokémon each week.

tions, and its first-ever AR in-store experience brought the
Deadpool character into the store, exciting fans with new

The brand experiences are designed to be delivered on mobile

surprise activities each week. All AR activities were accessed

devices, with everything posted and served in the cloud,

through the 7-Eleven mobile app.

utilizing small 3-5 megabytes for sizing. Zappar licenses its
augmented realty platform into a CMS content platform

Coast to coast, inside and out, participating 7-Eleven loca-

called Zapworks, now in its sixth version, and it's a toolkit for

tions were blanketed with messages, doodles and thoughtful

agencies and businesses that want to push the boundaries of

musings from Deadpool.

creativity and storytelling. Zapworks Studio 6 will also support
mobile Web augmented reality and barcode scan capabilities,

Sean Thompson, 7-Eleven senior vice president of merchan-

thus removing the user friction of an app to download so AR

dising, notes that the co-branded promotion brought an

experiences can be launched strictly by mobile Web.

unprecedented level of excitement to 7-Eleven last summer
and that the retailer is strongly committed to the campaign by

"We have a partnership that started a year ago, and over that

also offering Deadpool fans fun collectibles in addition to the

time, we've seen over 10 million engagements through 30-plus

different augmented reality experiences unlocked each week

unique augmented reality experiences," Curtin says.

through the 7-Eleven app.

Last year's 10,000 store rollout of Zappar-powered AR

7-Eleven's AR gaming experience for the Deadpool promotion

experiences in 7-Eleven outlets began with Deadpool-themed

is "a first of its kind in retail," says Gurmeet Singh, executive

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BXP - Vol 3 No 4 May/June 2019

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