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7-Eleven Launches 7-iCollection iPhone App to Revolutionize Promotion of Collectible Premiums
7-Eleven Hong Kong has launched 7-iCollection, a new iPhone app where premium collections meet location-based augmented reality technology, bringing fans a whole new collecting experience.
By: Green Tomato Limited
Update of the virtual premium items will be synchronized with 7-Eleven’s every new premium collection promotion. After opening the “AR Catcher” of the app, promotion premiums will be shown on users’ iPhone screen once they aim the camera lens at 7-Eleven storefront on the street. To “catch” a premium item, users can slightly shake the iPhone and the collected item will be stored in “Collections”
“7-iCollection is a response to our customers’ changing behavior. Lots of their attention has been drawn to mobile nowadays. To better engage them, it’s crucial for us to head there through combining the licensed premium collections, which has always been significant to our brand strategy,” says Rose Yeung, Head of Marketing of 7-Eleven Hong Kong & Macau. “Since consumers can only find the AR premium items near 7-Eleven stores, the simple yet addictive game helps to draw continuous traffic, directly benefiting physical sales.”
7-Eleven has rolled out high-profile advertising campaign for the launch of 7-iCollection, including magazine, social media and mobile advertising.
“The key of this app is its location-based ‘AR Catcher’. It allows us to mash up digital information and physical space to create a unique interactive game experience. This makes the AR feature highly relevant in this app,” says May Cheng, Business Development Director of GreenTomato.
7-iCollection is compatible with iPhone 3GS and iPhone 4. Teaser of the iPhone App can be viewed at 7-Eleven Facebook page: www.facebook.com/
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Established in 2003, GreenTomato is a leading mobile solutions consultancy and the creator of the award-winning iPhone app, Hong Kong Movie. Headquartered in Hong Kong, the innovative and energetic team focuses on the emerging Mobile Internet Market. GreenTomato helps corporate clients expand their presence and user community on the mobile space through mobile platform solutions, mobile contents generation and mobile application development projects (iPhone, Android, Blackberry, J2ME, Symbian, and Windows Mobile). GreenTomato has launched over 150 WAP services serving more than 3 million subscribers and over 50 iPhone apps for its clients since 2009. Along with numerous international and local awards, GreenTomato is a Red Herring Global 100 company, as well as the Best Rising Star recognized by Nokia Award 2005.