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ATB Financial conducts augmented reality campaign
Calgary-based ATB Financial has begun a marketing campaign in support of a new money management service called ATB TrackIt. The campaign, developed by DDB Edmonton in association with Newad, makes use of branded drinks coasters in participating bars and restaurants in Alberta. The coasters incorporate an augmented reality component. Consumers can use their smartphones with the coasters to play a video game for a chance to win a weekly prize of $100. The creative also encourages players to share the game via social media or email. The coasters are accompanied by on-premises ad displays.
"We're very excited to have put augmented reality at the heart of this integrated campaign," said Yana Read, senior account executive at Newad. "ATB TrackIt facilitates money management, which is not typically synonymous with fun in the minds of our audience. We've overcome that challenge by using Blippar to create an augmented reality game that our audience will want to play and share. More importantly, they'll be engaged and receptive to messaging about ATB TrackIt, which is supported by boards throughout our establishments."