Just Eat: what’s next for food deliveries? Augmented reality
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Just Eat: what’s next for food deliveries? Augmented reality

According to market leading online food order and delivery service Just Eat, augmented reality (AR) is the next big thing when it comes to driving sales on social media. The company says it’s testing how effective AR ads are in this space using a special camera effect that will interact with its World Cup campaign on Facebook.

Just Eat’s share price has risen by 11% over the past three months

graph 2106 justeat

SOURCE: Yahoo Finance

The actual description is refreshingly zany, and (unsurprisingly, given the focus on AR) is clearly targeted at the Millennial demographic. The company will “award” certain people who download its app with “collectible plates” featuring illustrations of food. When these plates are held up to the camera effect in Facebook Messenger, the food “turns into the head of ex-footballer John Barnes asking to be licked.” Appetising…

Ben Carter, Just Eat’s marketing director in the UK, said: “We don’t do AR for AR’s sake. Everything we do from a social perspective is about driving activity through the funnel. AR isn’t the answer to all marketing, but it does give us a way of engaging with our audiences in a way that you can’t get on other channels.”

In a change of policy earlier this year, Facebook started sharing more data with advertisers that demonstrated how much effect AR effects were having. That’s how Just Eat discovered that the first effect it ran (back in December last year) led to a surprising number of orders. It had 102,000 impressions, and 10% of those people “went on to order from the service within seven days during the six-week campaign.” Just Eat is looking for more of the same.

Disclosure

Dominion holds Just Eat in its Global Trends Managed Fund.


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