K-master App takes home the double!

Excellent AR and VR technology recognised by two awards

We're incredibly proud to announce the K-Master App, which was part of 2019's loyalty campaign at Kaufland, has won a German Digital Award and an Art Directors Club Award! In 2019, Kaufland collaborated with IceMobile and BrandLoyalty to launch the Star Wars K-Master App during its Christmas campaign. Via the K-Master App, shoppers had the ability to explore the entire Star Wars universe through different stages; the goal was to learn to Master the Force via games, quizzes, and in-store AR missions. Downloads passed the 700,000 and the average daily activity was 10 minutes, showing its huge success.

Emerging physical and digital in one concept

By creating a Jedi profile, users could train to achieve the rank of ‘Jedi Master’ through quizzes, skill games, patience & concentration exercises and AR games. Through AR effects & challenges and VR movies, users were deeply submersed into the Star Wars saga bringing back memorable moments and surroundings from the movies.

The app intertwined the campaign’s on- and offline components, such as the collector's album, trading cards, VR goggles and other in-store merchandise. For instance, by scanning the trading cards users could add them to their digital collection while also uncovering unseen secrets and information.

Experience the app's functionalities in the below video!

We are very proud of the results and are delighted that the app scooped both awards. Benjamin Salomon, Head of Digital Marketing International at Kaufland

The German Digital Award recognises the most creative top achievements in the digital economy in Germany, Austria and Switzerland. A jury from the top of the advertising and media industry decides on the nominated and winning concepts. “The jury honours apps that use virtual reality or augmented reality in a sensible and clever way. That means: it’s not about the show effect - it’s about a user experience that is enriched by the use of these technologies.”

The Art Directors Club awarded the K-Master app in the category 'App / Mobile Application'. The Art Directors Club for Germany is an independent association with the goal of finding and promoting excellent creative communication. The judging panel consists of 438 members, and together they've completed the first online judging in ADC's 56-year history!

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Find out more about Mastering the Force at Kaufland

Together with Kaufland International, BrandLoyalty took millions of children and their parents on an unforgettable Star Wars mission, inspiring them to leave their everyday life behind for just a moment.

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