7-Eleven Launches first augmented reality in-store experience
7-Eleven launched its first-ever augmented reality (AR) in-store experience that brings devotees of the “Deadpool” movie franchise into the store, “exciting fans with new surprise activities each week.”
The sequel to the record-setting 2016 movie reaches theaters May 18.
The Deadpool AR experience is accessible through the 7–Eleven app. Users tap the camera icon on the home screen of the app and see the main character appear to guide the experience.
Users take a selfie and then watch the Deadpool scribble all over the photo with his red marker. Users are then encouraged to head to their local 7-Eleven to find “zap codes” or scannable codes throughout the store that unlock new activities and 7Rewards bonus points.
“With Deadpool, you learn to expect the unexpected,” said Sean Thompson, 7‑Eleven’s SVP and chief customer officer, in a statement. “7–Eleven has a few more surprises planned as well, both inside and outside the store, and when you least expect it. Stay tuned. The fun is just beginning.”
Users are encouraged to share their interactions inside stores with Deadpool fans across social media.
The promotion also includes Deadpool-themed products and a sweepstakes promotion scanned with the 7–Eleven app at checkout.
The popularity of Pokémon Go in summer 2016 that saw a record-breaking 130 million people download the free gaming app led to predictions that augmented reality apps would go mainstream as a marketing tool. But since that time, retailers have mostly used AR to help boost the in-store experience (virtual mirrors and closets) and online experience (i.e., seeing how furniture appears in homes).
A survey of 140 business leaders involved in VR or AR by Perkins Coie, an international law firm, found two-thirds expecting the AR market overall would surpass the VR market in revenue. However, 57 percent agreed that the biggest obstacle to mass adoption of AR technology was the user experience (e.g., technological limitations, technical glitches). That was followed by the related content offerings (25 percent), cost (14 percent), consumer and business reluctance to embrace AR (10 percent) and financing and investment (4 percent).
- (Anti) Super Hero Landing at 7-Eleven Stores – 7-Eleven
- 7-Eleven launches Deadpool 2 augmented reality experience – VentureBeat
- 7-Eleven Joins Forces with ‘Deadpool 2’ for Augmented Reality App & In-Store Experience – Next Reality
- How These Retailers Use Augmented Reality to Enhance the Customer Experience – Shopify
- Augmented Reality Trends – Lumusvision
- A New Cheetos App Gets Cheesy At SXSW – Chief Marketer
- SNKRS SURPRISE – Nike
- BURGER KING launches BK Dino Cards – Media Update
- Virtual, Augmented Reality In Search Of Good User Experience – Media Post
- Industry leaders weigh in on the future of AR and VR – Perkins Coie
DISCUSSION QUESTIONS: What do you think of 7-Eleven’s Deadpool AR campaign? Will AR’s gaming capabilities translate into a significant marketing and traffic-driving tool for retailers? Did the Pokémon phenomenon overly inflate expectations for retailers and marketers?