Sport Relief sprinkles augmented reality magic on direct mai

[TrueBlueTerrier]

Sport Relief sprinkles augmented reality magic on direct mail campaign with Zappar

http://www.thedrum.com/news/2014/02/26/ ... ign-zappar" onclick="window.open(this.href);return false;



Sport Relief’s direct mail campaign, which will be sent to nearly one million homes nationwide, will be brought to life with the help of augmented reality platform Zappar.

The door drop will feature a host of exclusive features which can be accessed by ‘zapping’ the mail shot. As the first part of the campaign encouraging people to run, swim or cycle at the first ever Sainsbury’s Sport Relief Games zapping the direct mail will make Sir Chris Hoy appear on his bicycle to deliver a stirring pep talk. Though whilst it may sound like Hoy, the voice over was actually recorded by impressionist and comedian Jon Culshaw.

Users can also pose for pictures in various Sport Relief-themed headgear, medals and flags as modelled by Sport Relief ambassadors Jessica Ennis-Hill, Johnnie Peacock, Ellie Simmons, Rebecca Adlington and Victoria Pendleton.

Different zap codes for every city (London, Glasgow, Cardiff and Manchester) sees different bespoke messages play for each area as well as custom URLs linking to the sign-up page for their city.

“The use of Zappar for this campaign is sure to give the door drops a real edge. There’s really fun content thanks to the brilliant celebrities and most importantly it’s a direct call to action,” said Liz Curry, CRM manager at Comic Relief.

A follow-up door drop focusing on fundraising will also be Zappar powered with Cedric the bulldog giving his money raising tips alongside TV presenter Claudia Winkleman who also provided the voice over.

Max Dawes, partnerships director of Zappar added: “We were thrilled to get the call from Comic Relief again as we hugely admire the work they do. Direct mail is a perfect usage occasions for our app and we’re sure this will be a great success with lots of people signing up for the Games and donating. The fact that we could customise the message per city through the use of zapcodes even though the images are all the same is one of the unique benefits of our tech.”

The official Sport Relief weekend runs from 21-23 March with events taking place nationwide.