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Anticipation: Heinz Augments Mobile Reality To Wow In-Store Shoppers (Video)


Heinz is always hip to trying new things.

In my new book, THE ON-DEMAND BRAND, I look at how Heinz has been running successful consumer-created video contests for years.

Now, New Media Age is reporting that the the brand is turning to mobile augmented reality to wow in-store shoppers. Personally, I don't see many people going to all the trouble to scan a bottle of catsup (well, unless there's some amazing prize involved). But really, that's a breeze compared to limited-edition Heinz bottles sold exclusively through Facebook.

What is cool is recipe feature. I think there are probably easier ways to do this - even QR codes would be an easier way to deliver this kind of content - but this is visually fun and engaging.

And whether it's hot or not, the point of these efforts isn't their individual effectiveness. It's the fact that the brand is out looking for new ways to connect with consumers.

And hey, if catsup can do it, what's holding your brand back?

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“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

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