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Ultraleap’s TouchFree technology brings ASDA Rewards first birthday celebrations to life

Posted; December 15, 2023

Ultraleap's touchless technology solution, TouchFree, brought to life a digital spin to win game for the first birthday celebrations of ASDA Rewards – one of the leading rewards programs in the UK.

Shoppers interacted with large in-store screens using just hand gestures to spin a wheel on screen for the chance to win ASDA Rewards merchandise and products. The unique experience used Ultraleap’s TouchFree technology to enable 3D interaction and was live across ASDA stores in the UK from 21-24 September.

Managed by CPM UK the interactive installation was a huge hit with ASDA’s customers. Almost 7,000 shoppers stepped up to try their luck with the digital wheel over the four days.

This interactive game was part of a larger campaign launched during September 2023 to celebrate one year of ASDA Rewards. Across the month, customers who spent £5 or more in-store or online, would scan their Rewards app and spin the wheel within the app, for the chance to win Rewards Cashpot prizes. A physical interactive version of the game was created to further engage in-store customers during the final weekend of the birthday celebrations.

Saurabh Gupta, Vice President of Retail and Out-of-Home Product at Ultraleap commented: “Through existing deployments and previous pilots, we know that TouchFree delivers an elevated and memorable interactive experience for customers. This ‘Wheel of Rewards’ activation further proves the importance of consumer engagement whilst also bringing the fun!”

Robert Burton, Account Manager (ASDA) at CPM said: “We are always looking to improve, evolve and innovate our customer experience. By using Ultraleap’s TouchFree technology for this ASDA campaign we could create a unique and interesting game that caught their customers’ attention and engaged them in a creative way.”

About ASDA Rewards: ASDA Rewards has been recognized as one of the leading rewards programs in the UK. More than 7 million customers have used the ASDA Rewards app since launch, earning over £200 million in their Cashpots, which can be spent on their ASDA shop.

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About Ultraleap

Ultraleap’s world-leading hand tracking and mid-air haptic technologies have been developed over 10 years using artificial intelligence, machine learning and computer vision to allow you to engage with the digital world naturally - without touching surfaces. No touchscreens. No controllers. No keypads. From enhancing 2D screens to developing fully immersive 3D experiences, Ultraleap powers natural, safe and effortless digital interaction in the increasingly connected world. 

Ultraleap employs more than 150 people across Europe, North America and Asia. It has become the first to offer the full vertical stack of software and hardware to enable spatial computing for the automotive, out of home, industrial, XR, entertainment and medical sectors.

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Tessa Urlwin
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