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
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Paddington Bears
Iphone App
Augmented Reality


Hong Kong - Kwun Tong - Hong Kong

Sept. 27, 2010 - PRLog -- (Hong Kong, 24/09/2010) Green Tomato Ltd. (GreenTomato), a leading mobile solutions consultancy, developed 7-Eleven Hong Kong’s first iPhone application, 7-iCollection.  The app makes use of location-based augmented reality (AR) technology for fans to collect virtual promotion premiums via iPhones at or near 7-Eleven stores in Hong Kong.  From now on, fans can carry their premiums collection library in their pockets all the time.  Launched on Sep 18 and kicked started with the Paddington Bear™ World Tour Art Jam Collection, 7-iCollection is targeted to the iPhone-savvy generation who happens to be enthusiastic collectors of 7-Eleven’s premiums.  

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”.  Different items are hidden at different 7-Eleven stores. This is to encourage customers’ visits to more stores to collect full sets and exchanging items among friends via Bluetooth. A special virtual edition is rewarded to users who have successfully collected a whole series.

“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/7ElevenHongKong or http://www.youtube.com/watch?v=a-QFJ-B8QVY. The app can be downloaded for free from Apple’s App Store by searching “7-iCollection, 7-Eleven, 7-11 AR”.

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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.
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Tags:7-eleven, 7-11, Paddington Bears, Iphone App, Augmented Reality, ar
Industry:Mobile, Retail, Marketing
Location:Hong Kong - Kwun Tong - Hong Kong
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