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Connected Technology - Digital content for Tesco's next generation concept super store

Paul Button
20th May 2014

We were tasked with creating 60 pieces of animation for 12 digital screens.

One of the key innovations in the new Tesco Extra store at Lincoln is the introduction of a ‘Connected Technology’ department.  We were tasked with creating 60 pieces of animation for 12 digital screens in Tesco's next generation Tesco Extra store in Lincoln, UK.

Mediablaze was commissioned to create the interactive video content for a number of key stakeholders including Tesco, Tesco Mobile, Tesco Broadband and Blinkbox. We worked with technology partners to deliver a state-of-the-art interactive point-of-sale experience that incorporated wireless streaming, motion-sensors and iBeacons.

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From our in-house studio in central London we produced monthly in-store point-of-sale video content for the technology departments in the large Tesco Extra superstores, plus we also created original animations to tie the promotional videos together into a compelling reel.

The Hudl launch

In mid-2013 Tesco announced the launch of its own tablet, HUDL. Following the success of the Lincoln project we were commissioned to film a number of guides to using the HUDL, featuring The Gadget Show’s Ortis Deeley. These videos have been watched over 500,000 times – without any paid-for promotion. The HUDL was a massive success, selling more than half a million units in the final quarter of 2013.

We produced more than 60 videos to play across 12 screen in the Tesco Extra store in Lincoln, working with technology partners from Scala and Inovshop to ensure that all videos could be uploaded and playlisted remotely, with timed ‘takeovers’ that would appear on all screens simultaneously.

The content-managed video network allows us to rapidly deploy new videos and update offers on the fly – creating a dramatic and effective point-of-sale system fit for future of Britain’s largest retailer.

The proof is in the pudding

Our success in creating quick-turnaround product videos for Tesco led to us being awarded a contract to produce regular content for the new Tesco YouTube channel. Alongside standard product videos, we produce ‘How-tos’, ‘Getting Started Guides’ and a variety of other content targeting key Youtube search terms.

In addition, in 2014, on the strength of our successful YouTube videos, we were awarded a project to rebuild and manage the blog and social channels of Tesco Phone Shop. Within two months we had quadrupled website traffic, generated 8.1m Twitter impressions.

In the press

Read more about Tesco's Connected Technology superstore here:

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