Food manufacturer, Simplot has launched an immersive new consumer experience for Birds Eye, via Wunderman Thompson.
The new augmented reality tech platform is the brand’s first for Birds Eye Ocean Selections range – a new product range that makes cooking fuss-free and is perfect for consumers who want to include more seafood in their diet.
The new Birds Eye Fish Catching Adventure transforms consumers home into an ocean world so they can play a fishing game while they wait for their (real) fish to cook.
The experience interacts with the consumer to offer content that matches the fish type they’re looking for, bringing the product story to life in a completely new way.
Katie Saunders, general manager marketing at Simplot said: “We have seen a rapid acceleration in consumers technology habits. It’s posed a question of how we best connect with consumers in a digital led world. This is an exciting initiative to create an engaging immersive experience for consumers, supported by our creative partners Wunderman Thompson.”
Wunderman Thompson Australia chief innovation and technology officer, Martin Beecroft, added: “As consumers look for deeper engagement with brands and products, particularly in the retail sector, Simplot are leading the way in providing highly valuable and entertaining experiences.”
“The game brings the ocean to life to educate and help consumers learn more about the fish they eat, whilst being a lot of fun. Built using the 8TH Wall developer platform and using screen interactions the game brings a real-life, augmented feeling to the whole experience.”
João Braga, Chief Creative Officer
Martin Beecroft, Chief Innovation & Technology Officer
Steven Hey, Associate Creative Director
Simon Koay, Associate Creative Director
Danny Coleman, Head of National Technical Production
Travis Weerts, Head of National UX/UI Design
Jessica Murray, Senior UX Designer
Sophie Li, UI Designer
Andrew Fonceca, UI Designer
Wunderman Thompson’s National Development team
Nick Muncaster, Managing Director – Melbourne
Louise Rutherford, Group Engagement Lead
Zorana Dodos, Engagement Lead
Katie Saunders, General Manager Marketing
Leanne Pearce, Head of Brand Communications and Digital
Jessica Johnson, Brand Communications Manager