British Legion uses augmented reality app to encourage......
British Legion uses augmented reality app to encourage donations
The Royal British Legion has become the latest charity to use its real-world adverts to direct people to digital content, in an attempt to increase donations, as part its annual Poppy Appeal.
When people scan images of the RBL’s poppy that appear on its campaign posters, newspaper mastheads and anywhere else the poppy appears, using the Blippar mobile phone app, they will unlock a range of additional content.
This includes a campaign video, stories behind the posters and an image gallery from this year’s campaign, which features modern day people recreating photos from the past, and encourages people to engage with the campaign on social media. It also directs people its online donation page.
Gary Ryan, director of marketing and communications, said: “It’s an exciting way of bringing the page to life, enabling us to talk to more people about our vital work in helping the armed forces community.”