Asda works with Zappar to create AR Easter Egg hunt starring the Easter Bunny

The AR Easter Egg hunt will take place across 400 Asda stores

Asda supermarkets have joined forces with augmented reality (AR) experience provider Zappar to create an AR enabled in-store Easter Egg Hunt guided by the Easter Bunny himself.

Taking place on Saturday 23 March between 10am and 6pm, specially designed Easter Egg POS will be hidden around almost 400 Asda stores.

When zapped using the Asda app each egg transforms into virtual 3D Easter Eggs revealing the Easter Bunny hidden inside displaying a secret letter. The letters will form a password that, once completed, will entitle the successful treasure hunters to a free gift.

Head of events marketing at Asda, Steph Hughes, commented: “The AR Easter Egg Hunt is a great way to get across the Asda personality and another example of how Asda stores are a destination for mums and kids. We are really exciting to be embracing this new technology and incorporating it into the Asda app. Hopefully everyone enjoys meeting the Easter Bunny.”

Made possible by the recent installation of Wi-Fi in all Asda stores those wishing to take part need to have the Asda app installed on their smartphone or tablet, upon entering Asda stores on 23 March the Easter Bunny – in AR form – will kick off the fun by leaping out of his hole from a floor mat to tell kids and their parents about his magical hunt. Users of the app will also be able to pose with the AR Easter Bunny and take photos and videos to share with friends.

Events staff will also be on hand with iPads on the day to allow those without smartphones to enjoy the fun. Participants in the AR hunt will also be given a face mask to take home which, when zapped, replaces the wearer’s head with that of the Easter Bunny.

Max Dawes, head of partner relations at Zappar, added: “Everyone loves an Easter Egg Hunt; it is definitely one of the highlights of the holiday in many children’s minds. To be able to provide a sprinkle of Zappar magic dust to the in-store experience and create the first ever augmented reality Easer egg hunt in partnership with Asda on such a grand scale is just fantastic.”

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian