Sport Relief have enlisted the help of augmented reality app Zappar, to bring to life their direct mail campaign with a sprinkling of AR magic.
Over one million mailshots will be delivered to homes across London, Glasgow, Cardiff and Manchester, courtesy of the Royal Mail.
By simply downloading the free Zappar app onto a smartphone or tablet and zapping the Sport Relief door drop, users will experience a whole host of exclusive features.
The first part of the campaign aims to encourage recipients to round up their friends and family to run, swim or cycle at the first ever Sport Relief Games.
Zapping the direct mail will deliver a quick pep-talk from a well-known face.
Users can then pose for a picture with the different Sport Relief headgear, medals and flags as modelled by the other Sport Relief Ambassadors; Jessica Ennis, Johnny Peacock, Ellie Simmons, Rebecca Adlington, and Victoria Pendleton.
Through the use of different zapcodes for every city, each one will get a bespoke message as well as custom URLs linking to sign-up pages based on their city.
The follow-up door drop will also be Zappar Powered, this time focusing on the donate message. The star of this zap is Cedric the bulldog who gives his money raising tips, with the help of TV presenter Claudia Winkleman who provided the voice over.
Liz Curry, CRM Manager at Comic Relief, said: “The use of Zappar for this campaign is sure to give the door drops a real edge. There’s really fun content thanks to the brilliant celebrities and most importantly it’s a direct call to action. Thanks to everyone for giving their time!”
Max Dawes, Partnerships Director of Zappar, added: “We were thrilled to get the call from Comic Relief again as we hugely admire the work they do. Direct Mail is a perfect usage occasions for our app and we’re sure this will be a great success with lots of people signing up for the Games and donating. The fact that we could customize the message per city through the use of zapcodes even though the images are all the same is one of the unique benefits of our tech”.