January 5, 2012, 12:03 PM

A smartphone app brings posters to life

Domino’s uses augmented reality to enable UK consumers to order and find stores.

Kevin Woodward

Senior Editor

Lead Photo

This view shows the poster when using the augmented reality app to get more information about the product.

A new Domino’s Pizza promotion is using augmented reality technology to load more than 6,000 posters peppered throughout England with more information.

The campaign, dubbed the 555 Deal offers three pizzas for 5.55 pounds, or $8.59, each, was launched in December by Domino’s Pizza UK & IRL plc, the pizza chain’s U.K. franchisee. It requires the consumer to use Blippar, a free app available for the iPhone and smartphones using Android. Augmented reality technology enables mobile device users to see imagery or video in ways that alter what is seen through a smartphone’s camera.

When standing in front of one of the Domino’s posters, a consumer opens the Blippar app, which activates the smartphone’s camera. The consumer simply lines up the poster in the camera and waits for Blippar to recognize the poster. There is no need to press the shutter button. In moments, the Domino’s poster appears to expand with four tabs extending beyond the poster’s borders. The consumer taps one of the tabs to either visit the Domino’s Facebook page, find a local store, view a menu or download the Domino’s mobile app.

The campaign with Blippar “provides us with a great opportunity not only to communicate a good pizza deal, but also to engage with users by offering them information specific to their local store and other features just for mobile users,” says Nick Dutch, Domino’s multimedia manager.

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