Snap it, scan it win!
SO WHAT’S IT ALL ABOUT?
Tesco is the proverbial supermarket giant and has used many of the more mainstream channels to amass an army of student followers over the years.
When they approached us at the end of 2013, it was with a clear brief to raise their profile on campus and change some of the entrenched perceptions of them that are still held by many people.
We set out to create an experience that would yield high engagement, one that would be innovative and, ultimately, one that would create a talking point, getting people chatting about a different Tesco, in a different way. Working together we explored some relatively new channels before developing a first-of-a-kind game that uses the Snapchat app.
Snapchat is a mobile-only app that has caught fire with teenagers. If you haven’t heard of it, here’s how it works: with the app loaded on your phone you take a photo, set a timer for anything from 1 to 10 seconds, then send it to your friend. Your friend gets the photo on his/her phone and from the moment they open the image they only have the time you set to view it before ‘poof!’ it self-destructs. We exploited that function to give people the opportunity to win prizes in an immersive, quick-fire game.
We built a stand containing 12 Perspex boxes, each with a barcode scanner attached to it. Inside each box were a number of mystery prizes but every box was locked. Students could only unlock a box by scanning it with the correct ‘key’. The keys were, in fact, 12 unique barcodes and to get hold of one students first had to send in a ‘selfie’ to the Tesco Snapchat team. Once they had done this the students were sent their’key’but they had no idea what box it would open. They also knew that they couldn’t open their key until they were ready to play, otherwise it would self-destruct after 10 seconds.
Students queued up to play and once on the stand a series of fast and frenzied 10-second periods passed in the blink of an eye as each student raced to scan as many boxes as possible, hoping to find a match.
Feedback at the events was fantastic with students saying,
“That’s such a cool idea” and “That’s so neat that they’re using Snapchat!”
And more than one student who was about to play the game was heard to say…
“Oh my God! I can’t believe I’m so nervous.”