South African retailer Pick n Pay has introduced a new campaign that will use an augmented reality app for scanning collectible cards of animals.
For every R150 spent at any Pick n Pay, a customer will get a free pack of four collectible Super Animal cards that can be scanned, using the downloadable app Pick n Pay Super Animals, allowing the users to see a cartoon version of the animal.
According to John Bradshaw, the app was built by a Cape Town-based company called Sea Monster. "Kids will be absolutely blown away when they scan the Big Five in this app."
There are 108 cards to collect in nine categories: Fastest, Toughest, Deadliest, Smartest, Fiercest, Weirdest, Sneakiest, Loudest and Showiest, says Pick n Pay.
Although the app is free on Android and iPhone, there are some additional items for sale.
Customers can buy a Sound Card Reader from Pick n Pay for R50 which scans a barcode on the card and plays that animal's sounds.
There is also a collector's album, filled with fun trivia and plenty of activities, that sells for R20.
The retailer says it will donate R1 from every album sold to support five partner environmental organisations: SANParks, the SPCA, Hoedspruit Endangered Species Centre, the Southern African Foundation for the Conservation of Coastal Birds and the Endangered Wildlife Trust.
In addition, the big five cards on the app have special features which animate and bring them to life, says Bradshaw.
The retailer will be running swap sessions every Saturday at Pick n Pay Hypers around the country, he adds.
"By partnering with these organisations we hope to highlight the great work they do day in and day out to make sure that our children and grandchildren can enjoy the incredible natural beauty we have been given here in South Africa," says Bradshaw, customer and trade executive at Pick n Pay.
The campaigned started running on 11 July and will end on 4 September, or until the animal cards run out.
Bradshaw says the idea is to provide some good fun and excitement for customers and reward them for shopping at Pick n Pay.
"Most of the cards go to people already shopping at Pick n Pay so it is primarily a reward, but we do hope some customers will visit us to see what Super Animals are, and experience our great value and service and keep shopping with us."
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