By: Smita Sinha
Last updated : June 12, 2019 11:48 am
The biscuit major has installed VR gaming kit kiosks inside a few MT outlets inviting people, especially kids, to become Avenger superheroes as part of the promotional activity for its product cheese.
The brand has installed a VR gaming kit in a kiosk inside a supermarket inviting people, especially kids, to become an Avenger superhero and fight a war virtually using the VR gaming kit. The sensor camera integrated in the gaming kit first scans the body of the participant and makes him/her a Avenger superhero and virtually puts him/her in a war zone to fight a war virtually. To experience the VR-led Avenger game, customer first has to buy a pack of cheese from the store.
Speaking about the campaign, Aditya Kumar, Head - Modern Trade, Britannia shares with Retail4Growth, “For the in-store cheese-Avengers promotion we partnered with Disney to install a VR-led gaming kit at selected 8 stores in both Mumbai and Bangalore where the footfalls are high during the weekends, starting from Friday to Sunday. Basically if a customers buys a cheese pack of Britannia from the same stores, then they get to play the VR-led Avengers game in store. It’s a two month campaign. We chose weekends for the activation because unlike weekdays, the footfalls are higher on weekends and we wanted a much larger engagement to happen through this VR-led Avengers gaming kit.”