When Pizza Hut Australia decided to launch a new iPhone application to the Australian local market, they included a GPS Store Locator, an Augmented Reality mobile platform licensed from Australian mobile company Insqribe together with their service partner Dimension Four Marketing. It soon became one of the most popular apps with more than 70,000 downloads in its first 30 days.
Augmented Reality uses the iPhone camera, GPS and compass, to display annotations, in situ, on top of the real-world view. In the case of the Pizza Hut application consumers can choose to order a pizza for pick-up and then use the real world Augmented Reality view in order to select the store they would like to pick the pizza up from. Moving the phone around will show all Pizza Hut stores in the area in their actual physical location, as well as the distance to the store. Holding the iPhone flat will bring up a map with all surrounding Pizza Hut stores allowing the user to get directions to the store.
Here is what Pizza Hut Australia Marketing Director, Valerie Kubizniak, said about the technology:
“Someone looking for a Pizza Hut outlet simply has to hold up their iPhone 3Gs, the camera opens and the screen shows not only what is in front of the user, but small tabs highlighting the direction and distance of Pizza Hut locations nearby. Point north, south east or west and the locations change before your eyes-everyone will love this feature and it’s so much fun to use.”
“We loved what Pizza Hut wanted to do with their iPhone app. We were impressed with the fact that our platform is being used to deliver real value to consumers on the go. The two are a perfect fit.”said Danny Housseas, Insqribe Director and Co-Founder.