The 7-iCollection app, which uses location-based AR technology, is built around 7-Eleven's Paddington Bear World Tour Art Jam Collection.
The app lets fans collect different AR-Paddington Bears from 7-Eleven retail outlets in different districts across Hong Kong. The bears are 'digitally captured' and stored on virtual 7-Eleven shelving which people can swop through the mobile’s Bluetooth function. Fans that have successfully collected the whole series will be rewarded with a special virtual edition.
The app is developed by mobile solutions consultancy Green Tomato and available through iPhone 3GS and iPhone 4.
“The key of this app is its location-based ‘AR Catcher’. It allows us to mash up digital information and physical space to create a unique interactive game experience. This makes the AR feature highly relevant in this app,” says May Cheng, business development director of Green Tomato.
The campaign is also supported through print, mobile and advertising on Facebook.
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