That'll be one photograph please
They say a picture is worth a thousand words, but the humble photograph has now been elevated to an official unit of currency as the world's first Pay-By-Picture shopping initiative launches today.
Weetabix will broadcast a TV advertisement tonight encouraging people to take a picture of its Weetabix On The Go biscuit on their smartphones, which can be used to buy a pack of the new breakfast snack.
The cereal giant has linked up with high-street retailer Boots UK to become the first company to trial the Pay-By-Picture technique giving 28.6 million smartphone users in the UK (51% of the population) a new, alternative way to get its products.
Ben Cooper from Weetabix comments, ”There is huge value in people taking pictures of our new products and sharing the images amongst their friendship groups so we¹re excited to be the first company to try this in partnership with Boots. It is undoubtedly a brave move to replace financial currency with social currency, but we¹re hoping that the 55% of people that currently use their smartphone whilst watching TV will take part in the unique retail initiative, try our new breakfast biscuit and become long-term customers.²
The Weetabix On The Go TAKETHEBISCUIT advert is part of a £6 million marketing campaign. People will be able to Pay-By-Picture showing a picture of Weetabix On The Go in exchange for a pack of four biscuits the following day Tuesday 23rd April in over 700 Boots stores nationwide.
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