Tesco and P&G unite for mobile AR activity around new Alton Towers attraction

Tesco and Proctor and Gamble (P&G) have come together for an augmented reality 3D experience around the new CBeebies Land attraction at Alton Towers.

Alton Towers Resort partnered with P&G in April this year for a national campaign that saw a half price entry offer to the park feature across 45 million packs from family brands including Ariel, Bold, Pampers, Fairy Non-Bio and Lenor.

This latest push has harnessed the Tesco Discover AR platform which is accessible via the 'Tesco Discover' app.

Developed by Engine Creative, users can scan Tesco product labels, magazines and instore POS to discover more about certain products.

With the Tesco partnership, P&G products can be scanned via the app to show CBeebies Land in 3D AR, with users able to experience the Postman Pat Parcel Post ride and also have their photo taken alongside the In The Night Garden Magical Boat Ride.

It also rewards consumers with a free promotional voucher entitling them to 2 x 1/2 price entries.

‎Mark Cody, senior group marketing manager for mobile at Tesco said: “Our 360° approach to AR enables us to turn our stores and publications into retail theatre with immersive experiences that provides our customers access to deeper product information across our range.”

He added that since the augmented channel launched on the Tesco Discover app it has seen steady growth in user numbers and significant engagement times compared to other forms of digital media - three to six minutes on average depending on the activity.

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