Simplot launches first augmented reality tech platform for Birds Eye via Wunderman Thompson
Simplot has launched an exciting and engaging immersive consumer experience for Birds Eye. Working with creative technology agency Wunderman Thompson, the brand has launched its first augmented reality tech platform for Birds Eye Ocean Selections range – a new product range that makes cooking fuss-free and is perfect for consumers who want to include more seafood in their diet.
The new Birds Eye Fish Catching ARdventure transforms consumers home into an ocean world so they can play a fishing game while they wait for their (real) fish to cook. The experience interacts with the consumer to offer content that matches the fish type they’re looking for, bringing the product story to life in a completely new way.
Says Katie Saunders, general manager marketing at Simplot: “We have seen a rapid acceleration in consumers technology habits. It’s posed a question of how we best connect with consumers in a digital led world. This is an exciting initiative to create an engaging immersive experience for consumers, supported by our creative partners Wunderman Thompson.”
Says Martin Beecroft, chief innovation and technology officer at Wunderman Thompson Australia: “As consumers look for deeper engagement with brands and products, particularly in the retail sector, Simplot are leading the way in providing highly valuable and entertaining experiences.
“The game brings the ocean to life to educate and help consumers learn more about the fish they eat, whilst being a lot of fun. Built using the 8TH Wall developer platform and using screen interactions the game brings a real-life, augmented feeling to the whole experience.”
Agency: Wunderman Thompson
João Braga, Chief Creative Officer
Martin Beecroft, Chief Innovation & Technology Officer
Steven Hey, Associate Creative Director
Simon Koay, Associate Creative Director
Danny Coleman, Head of National Technical Production
Travis Weerts, Head of National UX/UI Design
Jessica Murray, Senior UX Designer
Sophie Li, UI Designer
Andrew Fonceca, UI Designer
Wunderman Thompson’s National Development team
Nick Muncaster, Managing Director – Melbourne
Louise Rutherford, Group Engagement Lead
Zorana Dodos, Engagement Lead
Simplot
Katie Saunders, General Manager Marketing
Leanne Pearce, Head of Brand Communications and Digital
Jessica Johnson, Brand Communications Manager
10 Comments
hahaha. Yes. Ridiculous but fun.
There’s money to be made selling fish
I dunno why we feel the need to say obscenely untrue stuff like this ‘As consumers look for deeper engagement with brands and products, particularly in the retail sector, Simplot are leading the way in providing highly valuable and entertaining experiences.’
I have never met anyone in my life tell me that they are ‘looking for deeper engagement’ or ‘highly valuable and entertaining experiences’ with ‘retail brands and products.’
This is a nice idea built on an insight. When I’m waiting for my food to cook, or defrost, I reach for my phone. It’s a really simple thought based human behaviour linked to the product. Why the need for all the corporate waffle?
This is what gives technology a bad name. Massive waste of money for something silly. Assuming it’s built off an off the shelf gaming platform and modified so the agency would make a good margin, client wastes their money as no one uses the thing. Silly.
This is a great example of what NOT to do in AR. This kind of work just clutters the market and overshadows other AR experiences that use the medium properly. This is another classic example of tech-for-tech sake.
“Simplot has launched an exciting and engaging immersive consumer experience for Birds Eye.”
Said no-one ever.
And reeks of scam.
Sheesh. Lighten up a bit would ya, mate. Bit hangry? May I interest you in a delicious crumbled fillet of meat from our aquatic dwelling friends?
at first augmented reality platform for birds… and then lost me at ‘eye’
new guy reaallly kicking some goals…..