Augmented reality firm Zappar has teamed up with Asda this Halloween to brings the supermarket’s ‘Spook Squad’ to life.
The concept, developed by total brand experience agency Momentum Worldwide, is launching in 394 Asda stores on October 25th and will see shoppers invited to take part in a monster hunt around the stores.
Consumers will be given clue sheets to guide them around the store and masks with ‘Monster Vision’ to help them spot Fang and Fangle hidden in the red ‘reveal’ floor stickers.
Once they have completed the hunt, they will be given membership cards, showing they are now members of the ‘Spook Squad’.
By using Zappar’s free smartphone and tablet app, parents and children can ‘zap’ the masks to reveal AR content and transform themselves into either Sir Spook or George-ina, using the ‘Spook Swap’ function to switch between characters.
“It’s great for us to be able to work with such a well-loved family brand again," said Max Dawes, partnerships director at Zappar.
"We wanted to help Asda create really engaging moments for their customers and with our latest Halloween offering in-store and at home I think we’ve done just that!”
Take home packs will also be available for shoppers, including four stickers that can be placed around their homes in order to create a personalised monster treasure hunt.
Exclusive AR features include spooky effects, a game of catch Fang and Fangle, and a chance to take a selfie with both characters.
Steph Hughes, head of in-store marketing, non-food, at Asda added: “Keeping kids entertained whether you’re doing the weekly shop or unpacking at home is always a challenge.
"We’ve had great feedback from our customers with previous in-store events using Zappar, so we’re excited to be able to take this even bigger for Halloween this year."