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News -
Software
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Sunday, 05 December 2010 13:01 |
 A fantastic joined-up-media initiative from upmarket UK supermarket Waitrose sees the QR code for their Android app broadcast directly to viewers TV screens. This means Android users can simply point their handsets at the screen to directly install the app with no fiddly typing, searching the market or browsing websites. With way over 100,000 apps available the need to stand out by integrating cross-media marketing campaigns becomes increasingly important. Combined with Androids phenomenal growth during 2010 its clear this is something Waitrose embrace wholeheartedly. The app is no gimmick either - it offers Christmas recipes, seasonal food ideas, gift inspiration cooking tools and planners to help you plan, organise and enjoy your perfect Christmas.
An earlier version of the App is available for the iPhone but the Android version offers more, such as the ability to control it via voice. Here's the closing sequence from the advert taken directly from the TV screen:
The QR codes are not limited to the TV campaign either - shoppers who pick up their in-store magazine will see them prominently displayed too.
The app has over 100 recipes from Delia Smith and Heston Blumenthal, festive wine and gift guides and even an interactive turkey timer. This is clearly a well-thought out app which makes unique use of the handsets features. The quality shows - it's definitely not a mere brochure-type website conversion some other retailers seem happy to knock together hoping no-one will notice.
Is this the start of something special? That depends on how the Waitrose marketing analysts judge the campaign performance next year. Although something does tell me they'll be celebrating way after the last of the turkey has gone! |
