UK restaurant chain Wagamama is using augmented reality in its latest marketing campaign, allowing diners to scan their placemats with their smartphones to find out more about the restaurant’s participation at this summer’s music festivals. Placemats in Wagamama’s 80 restaurants will be augmented by blippar so diners can learn about the Wagamama lounge, an area for festival goers to sample dishes, listen to music and see artworks being painted.
The lounge appeared at Parklife in Manchester and Summer Sundae in Leicester last year, and more events are due to be announced for the 2012 festival season. The placemats provide links to further information on Facebook and YouTube, and customers can also enter a competition to win a meal. The AR placemats will feature in Wagamama restaurants across the UK until June 3rd and they work via 3G or the restaurants’ free wi-fi. Ingrid Williamson, director of marketing at Wagamama, said:
Our customers tend to be a bit more technologically savvy than average and they’re often looking for fun things to keep themselves entertained before and during their meal. We think the campaign with blippar will be a great way to grab our customers’ attention and get them engaged in the exciting plans we have for our appearances at music festivals later in the summer.