Carphone Warehouse has launched a £10m giveaway promotion, its biggest ever. The campaign gives customers a guaranteed reward for spending in store from November through to Christmas.

The campaign was created and is being managed by promotional marketing agency TBK in partnership with digital promotions specialist Brandmovers.

Prizes consist of five Mini Coopers, 40 Samsung QLED TVs, 5,000 sets of JBL Bluetooth headphones, 200,000 Starbucks Cards, 100,000 Odeon Cinema Tickets and over 450,000 tastecard memberships. There are also 60 plus cash prizes with a total prize value of £250,000 to be won instantly.

Customers are encouraged to visit the £10 Million Giveaway microsite and click on the Christmas Cracker to reveal their guaranteed prize. Participants must upload their qualifying receipt to redeem their prize.

Georgina Bramall, head of brand and advertising at Dixons Carphone, says: “This has been a big footfall driver in terms of driving traffic into our store estate. We’ve already given away £10,000 to two winners, a Mini Cooper and a 40 Samsung QLED TV. It’s a sales promotion that’s designed to give customers a hook, an attraction.”

The campaign also features selected shopping centre events to support the campaign, run by Wolf Experiential, the experiential part of TBK group. The events, sponsored by Samsung, give shoppers the chance to play a table-based game against the clock to win a new Samsung Galaxy S8. A steady hand is required to remove the metal ‘app’ icons from the game using the electromagnetic wand; if people touch the side, the app piece will drop back into the game.

The roadshow will be visiting a total of five venues around the UK. It has already been to The Bullring in Birmingham, Braehead Centre in Glasgow and The Trafford Centre in Manchester in November; in December, it will be visiting Bluewater in Kent and Stratford Shopping Centre in London.

Dixons Carphone plc is Europe’s leading specialist electrical and telecommunications retailer and services company, employing over 41,000 people in nine countries. Dixons Carphone’s primary brands include Carphone Warehouse and CurrysPCWorld in the UK & Ireland, Elkjøp, Elkjøp Phonehouse, Elgiganten, Elgiganten Phone House, Gigantti and Lefdal in the Nordic countries, Kotsovolos in Greece and Dixons Travel in a number of UK airports as well as Dublin and Oslo. Its key service brands include Team Knowhow in the UK, Ireland and the Nordics, and Geek Squad in the UK and Ireland.

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Swiss retailer Migros has enhanced its mobile app with a new Discover function, which uses Augmented Reality technology to let shoppers scan more than 5,000 products and access 2,000 Migusto recipes, 80,000 real-time product ratings on the Migipedia platform and nutritional values and further product information – with more content planned for the future.

The new Discover function was developed by Y&R Group Switzerland and its Futurecom interactive division.

Discover uses the smartphone camera to identity unique features on the product packaging and match them with the product database. Y&R claims that approach will in future make QR codes and barcodes for product identification redundant.

As soon as a product has been “discovered”, the product name appears on the smartphone screen together with options and information available in connection with the product, such as suitable recipes or ratings.

Discover has a feedback mechanism that enables the user experience to be constantly optimised.

Discover for iOS and Android, as well as the related back-end infrastructure for image editing and sample identification, was implemented by Futurecom using state-of-the-art technology, including Apple’s new programming language Swift and Microsoft’s new open-source framework ASP.NET Core. In addition to this, essential system components function in the cloud.

Alongside the development and implementation of the Discover function, Y&R Group Switzerland is also responsible for accompanying communication measures aimed at introducing Migros customers to Discover. A film has been produced with this aim in mind, as well as advertisements and various online and social media measures.

Migros is a cooperative society (the Federation of Migros Cooperatives) which is Switzerland’s largest retail company, its largest supermarket chain and its largest employer. It is also one of the 40 largest retailers in the world. It has than two million members.

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