Countdown enlists Zappar for Countdown Bricks Farm AR campaign

New Zealand supermarket chain Countdown has launched an augmented reality campaign, Countdown Bricks Farm.

Working with Zappar, the retailer has unveiled a collectible campaign that encourages Kiwi kids to learn more about where their food comes from while also boosting customer engagement beyond the checkout and into their homes.

“With Countdown Bricks Farm we wanted to push the boundaries of customer engagement further, while also educating Kiwi kids about where their food comes from and the farmers who help grow it,” says Countdown Director of Brand, Brid Drohan-Stewart.

“We worked with Zappar again to deploy AR that embedded seamlessly into our myCountdown app to give our customers an engaging Countdown Bricks Farm experience alongside everyday functions like being able to build their shopping lists by aisle, scan their digital Onecard, get personalised specials and shop online.”

The programme runs until 25th December. It rewards customers with free farm themed building brick toys.

During the campaign, customers are able to collect one Bricks Farm pack for every $30 spent, with 40 unique packs to collect. 

They can also purchase additional items including Farmhouse Starter Kits, farmer figurines, and farm vehicles to complete their Bricks Farm at home.

Via the myCountdown app, meanwhile, shoppers can enjoy recipes, games, and AR content.

“It’s a huge thrill to work with Countdown again on this new Bricks Farm campaign after the incredible success of our 2021 Bricks campaign, which saw over 129k unique engagements, 37k AR face filters activated, 51k games played and an astounding overall dwell time of over 8:35 minutes, we are sure this new campaign will further delight customers,” says Martin Stahel, Sales Director, Zappar.

“Both the recycled plastic bricks and the in-app AR content and games can be taken home, allowing users to play in the real and digital worlds safe in their living rooms.”

“With this long-tail of brand interaction, we hope people will return to the store to collect all the bricks and build their own environmentally friendly Countdown Bricks Farm.”