GERMANY. Heinemann Duty Free has launched an augmented reality shopping promotion at Berlin Schönefeld Airport in the run-up to Christmas.

From 3 to 24 December the retailer is offering shoppers the chance to win discounts on their purchases through a game, operated via an Augmented Reality App.

“We want to offer passengers in the capital city a unique shopping experience on a completely new level. The boundaries between online and offline shopping are becoming increasingly blurred and at the very latest, since the hype about “Pokémon Go”, the mixing of virtual and real world is a term understood by most people,” said Heinemann Duty Free Berlin Managing Director Steffen Jopp. “It is our ambition to create an insight into the virtual world for our international customers in game form. With the App, we have our finger on the pulse and are demolishing the bridges between both worlds.”

The company has created a promotion area in the duty free shop. Promoters are encouraging customers to join in the game and to provide customers with an iPad. The traveller sees the real image of the shop on the one hand and on the other red air balloons on the display. Within 30 seconds, they must burst as many of these as possible by “virtual contact” with the iPad. The more balloons they “kill”, the higher the value of the coupon they win. Gamers can win a discount of up to -20% on their purchase by taking part.

The shopper who bursts every 1000th balloon wins an extra gift card valued at €100. The live image from the iPad will be transferred via AppleTV on to the promotional screens in the shop.

SchönenbergFilm GmbH developed the app for Heinemann Duty Free, while Flughafen Berlin Brandenburg GmbH (FBB) aided Heinemann Duty Free to turn the idea into reality. FBB will publish the promotion both on its social media channels and via its own App.


Already, said Heinemann, the virtual shopping experience in Berlin-Schönefeld is proving a success. As a result further augmented reality experiences will be introduced at other Heinemann Duty Free sites.

Original source - The Moodie Davitt Report

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