Sainsbury’s has launched an augmented reality app for children over the Easter break that tasks them with hunting down the Easter bunny and other characters while their parents carry out the shopping.
The free app, called April’s Easter Adventure, requires users to interactively track down a bunny, lamb, chick, deer, fox and duck dotted around the British supermarket chain’s stores, using in-app clues to unlock mini-games and set them on the path to the next character.
Using AR technology, the interactive app shows the animals in the real environment when holding up a smartphone.
The game is designed to entertain restless children who go food shopping with their parents during the two-week holiday period, but will only work in Sainsbury’s main supermarkets and not local convenience stores.
“We’re always on the lookout for new and exciting ways to innovate and reward our customers,” a Sainsbury’s spokesman said.
“This interactive app is a first for Sainsbury’s and is the perfect way to keep the kids entertained during the Easter break whilst parents tick off their weekly shop.
“We’re excited to see families get involved as they search the stores looking for April and her friends this Easter.”
The app will be available to download until April 22.