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An Augmented Reality, multi-territory promotion.

The Promotion

EMIRAT worked with Arla Foods to improve sales in their Starbucks Chilled Classics line of products with fixed fee promotion, utilising Augmented Reality.  The promotion had an instant win and prize draw mechanic whereby, consumers who purchased the promotional packs were offered the opportunity to enter for the chance to win a trip to Seattle or shopping vouchers.


EMIRAT built a promotional website, accessible through an Augmented Reality App, that consumers were required to visit to enter the promotion. Consumers would scan the promotional cup with the AR App, to reveal the Seattle skyline above the cup, and then follow the prompts enter.  They were then asked to enter their country of purchase, the URN from the lid, name, phone number and email address. A preprogrammed algorithm determined if the entry was winning or not, and the consumer notified immediately of the result.  In the Republic of Ireland and Sweden, to conform with local laws, there was no instant win prize route. Instead, all valid entries were entered in to a free prize draw.


In addition to providing the entry mechanism, EMIRAT managed all winning claim assessments and the handling and fulfilment of the prizes to each of the winners in the respective countries.  The shopping voucher prizes consisted of Zara vouchers in many of the countries but where these weren’t available, EMIRAT sourced prepaid debit cards to the equivalent value.

Where it was required by law in certain countries, EMIRAT managed the free prize draw winner selection and the operation of a No Purchase Necessary entry route.


The promotion ran in thirteen different countries, which required EMIRAT to build the website in 17 different language versions.  The website intuitively directed users to their language preference using their geographical location and the language selected on their phone.

First on pack, cross Europe promotion, ever attempted by Arla for Starbucks Chilled Classics.

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