Asda stores embrace augmented reality for Halloween

Asda will be encouraging its shoppers to participate in a Halloween-themed monster hunt later this month, using augmented reality technology to provide an interactive experience for its young customers.

From Saturday 25 October, the grocer will be handing out clue sheets in 394 of its stores across the UK to guide children around the aisles to search for floor stickers. Using a free smartphone and tablet app, parents and children can zap the masks to reveal augmented reality content in keeping with the game.

The supermarket has introduced the game as a way of keeping children distracted and entertained during the weekly shop, but the retailer will also be offering take-home packs that allow youngsters to continue their augmented reality experience at home.

Tech company Zappar, which counts the likes of Sony Music, Coca-Cola and as partners, is providing the augmented reality product behind the app, while the Asda 'Spook Squad' is a concept developed by brand experience agency, Momentum Worldwide.

Steph Hughes, head of in-store marketing for non-food at Asda, said: "Keeping kids entertained whether you're doing the weekly shop or unpacking at home is always a challenge.

"We've had great feedback from our customers with previous in-store events using Zappar, so we're excited to be able to take this even bigger for Halloween this year."

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Momentum Worldwide